Comparing the effects of COO marker strategies on consumer evaluation in the Netherlands
Country-of-origin effects research is relevant because of the globalization of businesses, many of which are looking to expand into new markets. The current study set out to explore the effects of three markers ‘Made in’, ‘COO embedded in company name’ and ‘COO flag’ on consumer evaluations. A mixed-design experiment was conducted in which participants saw two advertisements (one for salmon and one for pasta). Each advertisement used one COO marker strategy, except for a baseline advertisement condition. 123 participants indicated in an online questionnaire their ad attitude, product attitude, perceived product quality evaluation and purchase intention for each advertisement. According to the current study, COO marker strategies may affect consumers in terms of ad attitude, product attitude and quality evaluations, but not purchase intention. COO embedded company names might lead to more positive ad attitude and product attitude evaluations. Including a COO flag may increase product attitude or quality evaluations.
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