The Effects of Implicit and Explicit COO Markers in Advertising
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2019-06-07
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en
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Abstract
With companies having to compete on a global scale, the importance of effective marketing strategies is significant. One example of such a strategy is the use of country of origin markers in advertisements. By implementing visual or verbal items that refer to a product’s country of origin (COO), such markers may have a positive effect on consumer behaviour. This study compares four different COO markers: a ‘Made in’ label, a company name referring to the COO, a stereotypical person, and a famous building. Dutch participants were asked to rate a Spanish, a French and an Italian advertisement using one of these markers. Results showed no significant differences between the strategies on their effect on product attitude, advertisement attitude, product quality, or purchase intention. However, some differences were found between the countries. This study serves as a first systematic comparison between different COO markers, and future research using additional strategies and countries is encouraged.
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