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Der Herkunftslandeffekt: Eine kritische Würdigung des State of the Art

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Zusammenfassung

Der Einfluss des Produktherkunftslandes auf das Konsumentenurteil, der sog. Herkunftslandeffekt (Country of Origin-Effekt), hat in Forschung und Praxis starke Beachtung erfahren. Trotz unzähliger Studien ist der Erkenntnisstand jedoch noch immer unbefriedigend. Dies liegt u. a. daran, dass der Herkunftslandeffekt in realitätsfernen Untersuchungen mit erheblichen methodischen Schwächen überschätzt wurde. Für die Marketing-Praxis bedeutsamere Formen von Herkunftshinweisen wurden in der verhaltenswissenschaftlich orientierten Forschung ebenso weitestgehend vernachlässigt wie rechtliche Bestimmungen, die der Umsetzung enge Grenzen setzen. Um ein grundlegendes Verständnis des Forschungsfeldes zu entwickeln, skizziert vorliegende Studie zunächst den derzeitigen Erkenntnisstand und zeigt Einflussfaktoren des Effektes systematisch auf. Sodann diskutiert der Beitrag zentrale Problembereiche und neue Herausforderungen des Gebietes. Um dem zukünftig zu begegnen und zu neuen Erkenntnissen beizutragen, werden zahlreiche Direktiven für die Forschung erarbeitet.

Abstract

The influence of a product’s or service’s country of origin on consumer’s perception and attitude, the so-called country of origin-effect, has received considerable attention in previous business research. This review, however, reveals that the current knowledge is still limited. It is shown that due to empirical studies out of touch with reality and due to severe methodological shortcomings, the effect has been overestimated to some extent. Moreover, previous research mostly focused on “Made in …”-labels which consumers tend to ignore in real-life buying situations. Besides legal aspects of country of origin labeling, marketing elements that are practically more relevant have not yet been fully explored, for example cues triggering specific national stereotypes in an indirect way. Firstly, this paper reviews the current state of art of this field of research and systematically depicts theoretical underpinnings of the country of origin-effect. Secondly, the review discusses essential problems in the field. To overcome these limitations, the paper further develops directives for future research.

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  1. Marketing an der Technischen Universität Dresden, Helmholtzstraße 10, 01062, Dresden, Deutschland

    Robert Mai

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Correspondence to Robert Mai.

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Mai, R. Der Herkunftslandeffekt: Eine kritische Würdigung des State of the Art. J Betriebswirtsch 61, 91 (2011). https://doi.org/10.1007/s11301-011-0075-0

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