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Country-of-origin (COO) information and product evaluations: The role of country stereotypes, country-related product associations, and country-related affect

Author

Listed:
  • Renaud Frazer

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Research on Country-Of-Origin (COO) effects has repeatedly shown that exposure to the COO of a product may influence consumers' attitude towards it (see for instance Pharr, 2005). Therefore, companies frequently leverage on this finding by highlighting the product origin whenever it may be perceived as favorable. The purpose of this research is to investigate the role played by country stereotypes in the way COO information influences product evaluations, by specifically integrating Country-Related-Product (CRP) associations and Country-Related-Affect (CRA).

Suggested Citation

  • Renaud Frazer, 2015. "Country-of-origin (COO) information and product evaluations: The role of country stereotypes, country-related product associations, and country-related affect," Post-Print hal-03157028, HAL.
    • Handle: RePEc:hal:journl:hal-03157028
    as

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