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A Consumer Culture Theory Approach to Analyzing Beauty Culture in Iran Read chapter Read first chapter

2015 | OriginalPaper | Chapter

How Do Market Characteristics Influence Brand Country Of Origin Effects?

Authors : Shuang Yang, Fernando Jimenez, John Hadjimarcou, Gary Frankwick

Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Publisher: Springer International Publishing

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Given that brands are important for consumers’ recognition of country of origin (COO), recent investigations have focused on the influence of county of brand (COB) on consumers’ purchase decisions (Martin Martin and Cerviño 2011). Based on information diagnosticity theory, we propose that the effect of COB on product evaluations depends on the market characteristics of a given product category.

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previous chapter Binational Study of the Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: The Case of Fashion Brands in UK and Switzerland
next chapter The Interplay Between Perceived Brand Globalness, Domestic Brand Origin, and Brand Attitude
Metadata
Title
How Do Market Characteristics Influence Brand Country Of Origin Effects?
Authors
Shuang Yang
Fernando Jimenez
John Hadjimarcou
Gary Frankwick
Copyright Year
2015
Publisher
Springer International Publishing
Book
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Print ISBN: 978-3-319-10911-4

Electronic ISBN: 978-3-319-10912-1

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-10912-1_152