Abstract
The influence of the country’s images on consumer attitudes has been defined as the country of origin effect. The aim of the paper was to verify a hypothesis about multi-dimensionality of COO effect. Four dimensions have been introduced: innovativeness, diversity, quality, prestige. The data have been collected with the use of the survey questionnaire. Analysis of variance and t-test have been applied. Although the evaluation is rather globally oriented (positively or negatively), the differentiation of the evaluations from particular countries depending on the criteria confirms multidimensional character of COO effect. The knowledge about how the evaluation of particular dimensions of the COO is shaped may prove helpful in development of marketing strategies in foreign markets.
Highlights
The dynamic growth of trade exchange and globalisation processes result in the fact that most consumer decisions are connected with purchasing goods coming from other countries. These countries’ images inluence consumer attitudes concerning their perception, opinions and purchasing behavior. This phenomenon has been deined as the country of origin effect (COO effect)
In order to test the assumption that the COO effect is a multidimensional, an analysis of variance with repeated measures was conducted
This research was intended to verify if the COO effect has a multidimensional character
Summary
The dynamic growth of trade exchange and globalisation processes result in the fact that most consumer decisions are connected with purchasing goods coming from other countries. These countries’ images inluence consumer attitudes concerning their perception, opinions and purchasing behavior. This phenomenon has been deined as the country of origin effect (COO effect). Considering such a context, an important research challenge is to measure this inluence (the COO effect itself) and particular components of the COO effect. The following analysis takes the third approach and it aims at the veriication of a hypothesis concerning multiplicity of dimensions which co-create the image of products and services coming from various countries
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