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Global competitiveness, consumer choice and ‘country of origin’ effect: an exploratory East--West study

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  • Masud Chand
  • Rosalie L. Tung

Abstract

As protectionist sentiments rise in many countries in light of the 2008--2009 financial crisis, it is more important than ever to understand the potential role of homophily on the country of origin (COO) effect in consumer purchases and how it can impact trade and investment. This study examines these attitudes using a sample of 139 university students from different ethnic backgrounds in Vancouver (Canada), one of the most culturally diverse cities in North America. The results confirm the importance of ethnicity in affecting attitudes toward different countries, including the impact of political/cultural ties and current/historical events on their formation. Variations among different ethnic groups were found, however.

Suggested Citation

  • Masud Chand & Rosalie L. Tung, 2011. "Global competitiveness, consumer choice and ‘country of origin’ effect: an exploratory East--West study," Asia Pacific Business Review, Taylor & Francis Journals, vol. 17(3), pages 265-280, July.
    • Handle: RePEc:taf:apbizr:v:17:y:2011:i:3:p:265-280
    DOI: 10.1080/13602380903520154
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    References listed on IDEAS

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    1. Daniel Bello & Kwok Leung & Lee Radebaugh & Rosalie L Tung & Arjen van Witteloostuijn, 2009. "From the Editors: Student samples in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 40(3), pages 361-364, April.
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    6. John G Knight & David K Holdsworth & Damien W Mather, 2007. "Country-of-origin and choice of food imports: an in-depth study of European distribution channel gatekeepers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(1), pages 107-125, January.
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    Cited by:

    1. Rana, Mohammad B. & Elo, Maria, 2017. "Transnational Diaspora and Civil Society Actors Driving MNE Internationalisation: The Case of Grameenphone in Bangladesh," Journal of International Management, Elsevier, vol. 23(1), pages 87-106.
    2. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    3. Souiden, Nizar & Amara, Nabil & Chaouali, Walid, 2020. "Optimal image mix cues and their impacts on consumers’ purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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