The DOI matches its Crossref record; 78 of the 78 references it cites were found in a registry or an index.
Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay
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.
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Cites
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Cited by
Dimensions of Consumer Expertise
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Metadata
- Authors
- Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K.
- Venue
- Journal of International Marketing
- Publisher
- SAGE Publications
- Published
- 2012-03
- Volume
- 20
- Issue
- 1
- Pages
- 19-41
- ISSN
- 1069-031X (ISSN-L)
- 1547-7215
- OpenAlex
- W1967384768
- Cited by
- 318
- References
- 78
- FWCI
- 31.69
- Type
- journal article
- Language
- en
- Open access
- closed
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