Abstract:
A country of origin can be used by companies/advertising agencies to evoke associations in consumers’ minds. This country of origin can be presented to consumers by using country-of-origin markers. A distinction can be made between direct, indirect, specific, and abstract country-of-origin markers. In this experimental study, the associations evoked by the different country-of-origin markers were examined in an advertising context. Results showed that the different country-of-origin markers evoked a wide array of associations. Recommendations were made with regard to the use of particular country-of-origin markers in order to evoke specific associations in consumers’ minds.
