Associations Evoked by Using Direct and Indirect Country-of-Origin Markers
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2018-06-08
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en
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Abstract
Country-of-Origin markers evoke associations in consumers’ mind. Although some researchers have been conducted regarding associations and multilingual advertising, no research has been done with regard to the associations evoked by direct and indirect Country-of-Origin markers. An experimental study was used including 210 Dutch participants who were asked to write down their associations with questions containing a direct- and indirect Country-of-Origin marker. These questions were referred to Germany, France, and Italy. This study investigated which associations were evoked, the valence of these associations, and the Country-of-Origin relatedness of the associations. Results showed that most associations evoked were of a neutral valence, not Country-of-Origin related, and represented mostly characteristics. In conclusion, direct and indirect Country-of-Origin markers evoke the same type of associations and thus the markers do not show different outcomes from each other. That is, neutral associations that are not Country-of-Origin related. Additionally, both markers evoke mostly associations related to characteristics which includes associations such as qualities, features, and flags.
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