The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity

ABSTRACT

With the advent of globalization and open economies in the developing nations, the consumers in the same are experiencing entry of more and more foreign products. The traditional practice of having country of origin (COO) cues to influence consumer attitudes is being juxtaposed with COO cues of celebrity endorsers to influence consumers. In that context, the present study investigates whether (a) a global celebrity would be more applicable for a brand regardless of its COO (local or global); (b) a global celebrity would have a more favorable impact on the consumer attitudes for a third country (TC) brand; and (c) brand familiarity would moderate the effects of celebrity endorsements on consumer attitudes. Based on a detailed literature review, four hypotheses were developed and tested through two experimental designs using nonstudent participants. The independent variables used in study were celebrity endorser COO and brand COO. Major findings indicate a celebrity–brand COO match to create favorable impact on consumer attitudes. Findings also supported the effectiveness of a global celebrity for a brand that does not share the same COO. Brand familiarity was found to moderate the effect of the endorser on consumer attitudes. The study has implications for academia and practitioners.     

Measuring Consumer Ethnocentrism: An Assessment of Reliability,Validity and Dimensionality of the CETSCALE in a Developing Market

ABSTRACT

Based on 305 surveyed consumers in Zimbabwe’s two major cities (Harare and Bulawayo), the study sought mainly to measure consumer ethnocentrism and to test psychometric properties of the CETSCALE in Zimbabwe using structural equation modeling. It was established that the construct of consumer ethnocentrism comprises two dimensions, namely negative influence of foreign products, and preference for domestic products. Consumer ethnocentrism was found to be moderately high. The psychometric properties of the CETSCALE tested above the required thresholds. Consumer ethnocentrism was found to negatively influence consumer attitude towards imported poultry products. The study has implications for managers and future researchers.     

Broad and Narrow Country-of-Origin Effects and the Domestic Country Bias

ABSTRACT

Across three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective.     

Antecedents of Taiwan Chinese Consumers’ Purchase Intentions Toward U.S.- and Japanese-Made Household Appliances

ABSTRACT

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.     

Gendered reading of the body in the bed

Abstract

This study contributes to studies on domestic material culture and gender. In studying object–person relations, prior scholars have given priority to materialising the ‘object’, paying less attention to the material aspects of the ‘person’. To redress this gap, we draw on recent feminist materialist and affective turns and conceptualise the object–person relation as inherently gendered, embodied and affective. We develop this conceptualisation by analysing the way in which the gendered body interacts with the bed – a domestic material object that is fruitful for a gender analysis. As a result, we offer an extended view of the gendered body that interacts with the material world: one that is biological and cultural, sleeping and waking, and has the capacity to affect and be affected. Our study thereby contributes to gender studies in marketing and consumer research by taking a step forward in materialising both the object and the body.     

Impact of U.S. Consumer Motivations to “Buy or Not Buy American”

Abstract

This study explores the impact of U.S. consumer motivations on cognitive and affective bases of purchasing or not purchasing American made products. Four motivational components were identified related to national pride, perceptions of product superiority, views regarding global economy, and product availability. Consumers' feelings associated with national pride/stronger economy and the disbelief that foreign products are better were found for the most part to be major reasons driving loyalty of U.S. consumers to purchase U.S. made products. However, support exists for cognitive acceptance of a global economy as evidenced by owning a foreign produced product and reduced feelings about national pride. Retailers should capitalize on these consumer beliefs if employing a “buy American” promotional by avoiding strong appeals to consumer ethnocentric tendencies. As such, promotional efforts by retailers should appeal to American pride in being able to compete on quality without crossing over into blatant flag-waving appeals that could backfire.     

Effects of Country-of-Manufacture and Brand Image on Korean Consumers' Purchase Intention

ABSTRACT

In this study, a theoretical framework is developed to explain the differential effects of country-of-manufacture (COM) and brand image on the cognitive, affective, and behavioral components of Koreans' consumer decision making. Although effects are product specific, findings, overall, indicate that brand image has a stronger effect than COM on Koreans' perceptions of hybrid global products. Moving the production of an electronic product (TV) to a developing country, however, negatively affected Koreans' evaluation of product performance, prestige (brand and technical), and purchase attitudes. The findings have interesting marketing implications for hybrid global brands and contribute to building a theory of COM.     

Managing Opportunism in China: The Roles of Guanxi,Environmental Uncertainty,and Management Culture

ABSTRACT

This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country-of-origin dependent. Three countries with dissimilar cultural orientation and economic status—China, South Korea, and the United States—were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers’ preference for domestic products across product categories, while Chinese consumers’ CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as countries of origin.     

Cast Awayand the Contradictions of Product Placement

Abstract

This essay looks at implications of product placement in Cast Away, the 2000 film in which Tom Hanks plays a Federal Express executive who is stranded on a desert island before making his way back home. It argues that Cast Awayis a particularly valuable case study because of the conflict between its relentless product placement and its dark vision of contemporary global capitalism. The article investigates four aspects of global capitalism addressed by Cast Away: the compression of time, the compression of space, the rising influence of multinational corporations, and the dominance of consumer culture.     

Consumer Attitude Toward Adding Quick-Service Foods to In-Flight Meals

Summary

This study examines consumer attitude toward the addition of quick-service foods (QSF) to domestic coach class in-flight meals. Multiple regression analysis is used to test two hypotheses. Findings indicate that airline passengers who are satisfied with current airline food do not want QSF added to in-flight meals. However, airline passengers who currently enjoy QSF would like to see the addition of QSF to in-flight meals.     

Understanding and Profitably Serving the ‘Close-Contact’ Consumer

Abstract

According to many recently published accounts, systems for food creation and distribution are consistently providing inferior foods. For example, at this writing prepackaged spinach distributed in the U.S. has been found tainted with E-coli bacteria. We briefly review and discuss a few of these published accounts. We define and discuss the concept of the Close-Contact consumer segment that has arisen at least partially in response to perceived weaknesses in domestic and international food creation and distribution systems. The Close-Contact consumer is termed Close-Contact because s/he seeks to have a higher than average level of knowledge about the source of his/her food and the policies of his/ her food suppliers. Thoughts about the Close-Contact consumer arose after dozens of conversations and informal small group discussions with customers. We view the characteristics of Close-Contact consumers and describe marketing programs targeted to this growing consumer group. The Close-Contact consumer responds particularly well to personalized service and full information disclosure regarding food suppliers and food products. Whether in restaurants or grocery store environments, the Close-Contact consumer expects high information availability about the food that s/he consumes.     

How Differing Demographic Factors Impact upon Customer Loyalty Towards National or International Fast-Food Chains: A Comparative Study in Emerging Markets

ABSTRACT

The aim of this paper is to study differing demographic factors affecting fast-food customers loyalty towards national or international fast food chains. A variety of variables used to gain a holistic view, which includes factors such as quality, price, food and demographic profile of consumers affecting loyalty of fast food chains. The study adopts the theory and method of the trust-commitment-loyalty explanation chain and examines the consumer survey adapted from Fast food by Sahagun et.al (2014). The present analyses 542 filled questionnaires in which systematic sampling is used. Indians prefer global fast food chains compared to Indian fast food chains. Loyalty towards global brands is higher than that for Indian brands because they are found to be of better quality which leads to higher frequency of visit and recommendation of the brands to their friends and colleagues. There is ethnic variation towards global and Indian fast food chains.     

The Importance of Place of Origin in Purchase Decisions for Agricultural Products

Abstract

The evolution of the “global marketplace” has increased the number of product choices competing for consumer patronage. The purpose of this study was to explore whether competitive advantages exist for agricultural products produced locally rather than coming from elsewhere. The findings suggest that consumers have not thought about the issues associated with place of origin, think all produce is about the same, or trust their grocers to make the right purchase decisions. Marketing efforts need to educate consumers that not all produce is the same relative to quality and safety issues, and that they need to consider place of origin before making purchase decisions.     

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.     

Consumer showrooming: Value co-destruction

PurposeThis research employs value co-destruction as a theoretical lens to investigate the antecedents of consumer showrooming behavior. Drawing on relevant literature, a research model specifying showrooming dynamics from the consumer's perspective is conceptualized and empirically tested.MethodologyUtilizing survey data from 275 consumers, structural equation modelling is employed to assess a research model including thirteen hypotheses.FindingsThe study findings reveal that showrooming behavior is complex and comprises differing degrees of accumulative value co-destruction and value co-creation behavior across online and offline channels. Specifically, consumer characteristics, channel characteristics and product characteristics are shown to be associated with in-store value taking and online value co-destruction and co-creation.Originality and valueScholarly insights into the antecedents of consumer showrooming are rare. In responding to calls for research, this paper represents the first empirical investigation of consumer showrooming behavior utilizing the lens of value co-destruction. The study adds to academic understanding of the showrooming phenomena and demonstrates that co-destructive and co-creative behaviors can occur in a simultaneous, concurrent and iterative fashion. Focusing on practice, the findings reveal opportunities for experience-led shopping environments.     

Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory

ABSTRACT

In theory, increased globalization should lead to greater openness to different cultures, thereby reducing consumer ethnocentrism and resulting in improved consumer perceptions and behavior with respect to foreign products. However, empirical studies testing the impact of globalization have met with mixed results possibly due to the effects of globalization occurring at different levels in the mind-sets among consumers. This notion of “multi-layered consciousness” and its effects on country of origin image are proposed and tested in a theoretical model incorporating a dynamic theory of globalization, to supplement the conventional theory of country-of-origin effects. As predicted, results showed that country-of-origin image is negatively influenced by consumer ethnocentrism, but is not positively influenced by globalization, despite consumers' self-perceived global mindsets (i.e., positive attitude toward globalization and subsequent global openness).     

Ethnic Differences in Nigerian Consumer Attitudes Toward Foreign and Domestic Products

Abstract

This paper uses conjoint analysis to investigate ethnic differences in the importance of a product's country-of-manufacture relative to other attributes in the Nigerian consumer choice. It was found that the country-of-manufacture was more important to Yoruba than Hausa respondents, price was more important to Ibo than Yoruba respondents, and reliability was more important to Hausa than Ibo respondents. Additional analyses indicated that prestige was important to Yoruba respondents in the preference for foreign cars while it was important to Ibo and Hausa respondents in the choice of foreign TV sets. Implications for foreign marketers, domestic governments and domestic manufacturers are discussed.     

Consumer Ethnocentrism and Country-of-Origin Effects in the Moroccan Market

ABSTRACT

Differences in consumer values exert a powerful impact on product acceptance. Morocco is no stranger to this phenomenon. While this country's consumers have easy access to world markets, consumer ethnocentrism can restrict choice. The objective of this research has been to investigate ethnocentric behavior of Moroccan consumers and the extent to which domestic products might be preferred to foreign products or vice versa. Data were collected via face-to-face interviews with 400 consumers in four major Moroccan cities. A questionnaire was developed for this purpose using a version of the Consumer Ethnocentrism Scale (CETSCALE). Opinions about four products were solicited. The four products were jeans, cars, shampoo, and juice. The interviewees were asked their opinions about product attributes and about various countries-of-origin. Their responses were analyzed also on the basis of their most essential demographic characteristics. Logistic regression models were developed to analyze the data.     

Exploring store format development and its influence on store image and store clientele – the case of IKEA’s development of an inner-city store format

Abstract

A changed technological landscape and radically changed consumer behavior are forcing retailers to rethink their business models, retail formats, and retail offerings. The global retailer IKEA is no exception in this development. Recently, the traditional IKEA format, which has been so successfully duplicated across the world over the years, has been complemented with other formats that are new and innovative for IKEA. Based on an empirical investigation of consumer perceptions of the store format development in Hamburg-Altona, Germany, the present study explores format development and its influence on store image and clientele, considering also the purpose of visiting IKEA and how this seems to have changed with the introduction of the new format. We also discuss the core aspects of the IKEA formats, and the fact that although some things have changed, others have stayed the same to preserve the IKEA image.     

Artificial Intelligence in Managing Market Relationships

Abstract

In the 21st century our society is increasingly defined by access to and fluency with digital technologies and information infrastructures which are described to be essential to economic development, global competitiveness and national productivity (Merril Lynch & Co. Inc., 2000). This paper presents a theoretical framework for the development of a new intelligent software system designed to integrate loyalty programs data bases information, consumer surveys and qualitative studies what will enable the producing firm to be in contact with consumers' behavioural and attitudinal patterns. The benefit of this theoretical model is its assistance to consumer goods-producing firms to establish information-based relationships with both the end customer-user and the retailers that distribute the goods.