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„Made in?“ – Eine Metaanalyse multidimensionaler Country-of-Origin Effekte
[„Made in?“ – A multidimensional meta analysis of country-of-origin effects]

Author

Listed:
  • Alexander P. Schudey

    (WHU – Otto Beisheim School of Management)

  • Ove Jensen

    (WHU – Otto Beisheim School of Management)

  • Nils D. Kraiczy

    (Universität Bern)

Abstract

Zusammenfassung Diese Studie untersucht die Auswirkungen von Herkunftslandinformationen von Produkten auf Qualitätswahrnehmungen, Einstellungen und Kaufabsichten von Konsumenten mittels einer differenzierten Metaanalyse, die insgesamt 67 Studien mit 327 Effektstärken integriert. Die Ergebnisse zeigen einen mittleren bis hohen signifikanten Country-of-Origin (COO)-Effekt. Nach der Globalisierungswelle zeigt sich ein verringerter COO-Effekt. Die differenzierte Betrachtung multidimensionaler Effekte zeigt einen vergleichsweise hohen Effekt des Country-of-Brand. Zusätzlich konnten zwei neue Moderatoren identifiziert werden. Erstens messen Studien, die auf Studentenstichproben basieren, höhere COO-Effekte. Zweitens fallen die Ergebnisse in Experimenten geringer aus, wenn hybride Produkte untersucht werden.

Suggested Citation

  • Alexander P. Schudey & Ove Jensen & Nils D. Kraiczy, 2016. "„Made in?“ – Eine Metaanalyse multidimensionaler Country-of-Origin Effekte [„Made in?“ – A multidimensional meta analysis of country-of-origin effects]," Schmalenbach Journal of Business Research, Springer, vol. 68(1), pages 47-74, April.
    • Handle: RePEc:spr:sjobre:v:68:y:2016:i:1:d:10.1007_s41471-016-0002-0
    DOI: 10.1007/s41471-016-0002-0
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    Herkunftslandeffekt; Metaanalyse;

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