Country of origin effect on services: an evaluation of entertainment

Abstract

With globalization in its full toll, customers today have awareness about and access to various foreign entertainment forms such as movies, music and performing arts like theatre and circus. This has magnified the need and scope of the studies on country of origin (COO) effects with respect to entertainment. However, upon reviewing the literature, it is found that, though voluminous literature exists in product context, only few studies have addressed COO effects in service contexts with negligible contribution pertaining to the domain of entertainment. This article tries to address this gap by finding out whether consumers attribute COO effects to various entertainment forms emanating from abroad. This study undertaken in an Indian urban youth context proves the existence of COO effects in consumers' evaluation of various foreign entertainment forms.