Effects of different COO markers in advertising.
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2019-06-07
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en
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Everyday people are exposed to hundreds of advertisements from companies attempting to sell their products or services. These companies make use of different strategies to attempt to influence consumers’ evaluations, attitude and or behaviours. The country of origin (COO) of a country is one of those strategies that advertisers may use. COO strategies can be further divided in implicit and explicit strategies. This research attempts to investigate to what extent there are differences in the effects of explicit and explicit COO strategies. For that purpose, 2 explicit strategies (“Made in” and “COO embedded in the company name”) and two implicit strategies (“COO building” and “COO stereotypical people) were used. Countries analysed
were France, Italy and Spain. The variables used to measure the effects were attitudes towards the ad, attitudes towards the products, perceived quality, purchase intention and link between product and COO. Results showed a relative difference in the effect of implicit and explicit COO strategies but only for specific strategies and on specific variables. “Made in” strategy (explicit strategy) evoked higher attitudes towards the ad and the product as well as higher perceived quality that implicit strategies did. Purchase intention did not seem to be affected by the COO strategies used.
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Faculteit der Letteren