Abstract
Country-of-origin is one of the most crucial aspects of a brand's success. Country-of-origin has a significant impact on how brands are perceived, especially in terms of the promise of quality they deliver. While different countries have announced vaccines, there has been a global hesitation to buy into those claims. Successful adoption of a successful vaccine is critical to re-launching global travel and the leisure economy. In this article, we discuss the importance of country of origin in products getting the trust needed for them to succeed – particularly a vaccine for Covid-19. A preliminary survey was conducted among 662 Iranian social media users, directly on LinkedIn and also via a Google survey instrument. Germany merged to be the iconic symbol of quality and transparency and respondents felt confident that they would not hesitate to be subjected to a German made vaccine. Germany is globally perceived as a quality leader in high technologies and medicine and Iranians concurred with this belief.
 Keywords: Country of origin; Branding; Vaccine; Covid-19; Tourism; Iran.
Highlights
In recent years, in a highly globalized world and a super competitive business environment, international firms are looking for more global market opportunities (Abdin & Kumar, 2020, George, Li, & Hou, 2020)
While the tourism industry evinced the triumph of the global market over the territories of national economies, no less true is that globalization paved the ways for the expansion of capital-owners and investors worldwide (Korstanje, 2020)
Studies show that country of origin is one of the factors that most concern marketers regarding its impact on consumer purchase intention (Lin & Chen, 2006; Purnell, 2002)
Summary
In a highly globalized world and a super competitive business environment, international firms are looking for more global market opportunities (Abdin & Kumar, 2020, George, Li, & Hou, 2020). Tourists and businessmen move to look new opportunities. Studies show that country of origin is one of the factors that most concern marketers regarding its impact on consumer purchase intention (Lin & Chen, 2006; Purnell, 2002). Even though the country-of-origin effect is irrational in many contexts, this cannot be neglected due to its impact on perceptions (Parkinson, 2009). Directly or indirectly, the country of origin of a vaccine has got important implications for international tourism and global trade in general
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