Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay
Koschate-Fischer N, Diamantopoulos A, Oldenkotte K (2012)
Publication Language: English
Publication Type: Journal article
Publication year: 2012
Journal
Publisher: American Marketing Association
Book Volume: 20
Pages Range: 19-41
Journal Issue: 1
DOI: 10.1509/jim.10.0140
Abstract
Price-related consequences of the country-of-origin COO) cue have received limited attention in extant literature. In this study, the authors draw from equity theory and cue utilization theory and investigate 1) whether a brand's COO affects a consumer's willingness to pay and 2) the extent to which the consumer's familiarity with the brand moderates this relationship. The results of three complementary experimental studies reveal that COO indeed has a positive impact on willingness to pay. Furthermore, the authors find a negative moderating influence of brand familiarity on the COO effect in a high-involvement setting but not in a low-involvement setting. The authors discuss the theoretical and managerial implications of the findings, and they identify directions for further research. ©2012. American Marketing Association.
Authors with CRIS profile
Nicole Koschate-Fischer
GfK-Lehrstuhl für Marketing Intelligence
Katharina Oldenkotte
Graduiertenzentrum der FAU
Involved external institutions
Austria (AT)How to cite
APA:
Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay. Journal of International Marketing, 20(1), 19-41. https://dx.doi.org/10.1509/jim.10.0140
MLA:
Koschate-Fischer, Nicole, Adamantios Diamantopoulos, and Katharina Oldenkotte. "Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay." Journal of International Marketing 20.1 (2012): 19-41.
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