The use and impact of multiple COO markers on advertisement effectiveness.

Abstract

Multiple studies in the past have shown that the use of country of origin (COO) markers is beneficial to the effectiveness of an advertisement. The present study investigates to what extent the number of (COO) markers in advertisements impacts the effectiveness (attitude towards the product, perceived quality of the product, purchase intention and attitude towards the advertisement) of an advertisement differently. In addition, it was explored whether the variable nationality (German or Dutch) might also impact the effectiveness of the advertisements in a significant way. In an experiment Germans and Dutch filled out an online questionnaire, in which advertisements in three different conditions (displaying either one, two, or three COO markers) were exhibited to the participants. This was done to measure the potential effect of either one, two, or three COO markers in an advertisement for three different products (pizza, pasta, espresso).