Comparing the effects of COO marker strategies on consumer evaluation in the Netherlands

Simple item page
dc.contributor.advisorHendriks, B.C.
dc.contributor.advisorNederstigt, U.
dc.contributor.authorAnderson, R.R.
dc.date.issued2019-06-07
dc.description.abstractCountry-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.en_US
dc.file.source5d36f7deabc4f-becca_s10000207_thesis_final_STIP_certificate.pdfen_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/7940
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleComparing the effects of COO marker strategies on consumer evaluation in the Netherlandsen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Anderson, Rebecca 1000207.pdf
Size:
116.73 KB
Format:
Adobe Portable Document Format
Download
Collections
Faculteit der Letteren