The effect of multiple country of origin markers.

Abstract

Given the abundance of country-of-origin markers in advertising, there is an immediate economic requirement for enterprises to base their marketing strategies on concrete research. The overarching aim of this experiment was to investigate the influence of the multiple use of country-of-origin markers and brand familiarity on an advertisement’s effectiveness. The effectiveness of an advertisement was measured with: attitude towards an advertisement, attitude towards a brand and purchase intention. The results showed partially significant results for advertisement’s containing alimentation products. The results overall deviated from the predictions made in the literature review. However the research question could not be confirmed as the results failed to yield concrete evidence. Practical implications as a result of this study are that a large amount of future research needs to be conducted for further contribution to the globalized marketing industry.