IDEAS home Printed from https://ideas.repec.org/a/ibf/gjbres/v14y2020i1p29-37.html
   My bibliography  Save this article

The Impact Of Consumer Need For Uniqueness On Country Of Origin Effects

Author

Listed:
  • Ting-Hsiang Tseng

Abstract

This study, through a two by two between-subjects experimental design attempts to clarify the possible impacts of consumer need for uniqueness on country of origin effects. Product typicality and consumer need for uniqueness were adopted as the two factors of the experiment. The recruitment of 416 participants confirmed that although typical products of a country are evaluated more positively than the less typical ones, in general, consumers with a high need for uniqueness are keener to purchase atypical products of a country than consumers with a low need for uniqueness. Thus, international marketers can promote their products by stressing the unique features of products that are not typical of their country of origin

Suggested Citation

  • Ting-Hsiang Tseng, 2020. "The Impact Of Consumer Need For Uniqueness On Country Of Origin Effects," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 14(1), pages 29-37.
    • Handle: RePEc:ibf:gjbres:v:14:y:2020:i:1:p:29-37
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v14n1-2020/GJBR-V147N1-2020-2.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    COO; Country of Origin; Product Typicality; Country Typicality; Consumer Need for Uniqueness; Purchase Intention; Product Evaluation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibf:gjbres:v:14:y:2020:i:1:p:29-37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mercedes Jalbert (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.