search query: @author Kamakura, W. A. / total: 14
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| Author: | Agrawal, J. Kamakura, W. A. |
| Title: | Country of origin: A competitive advantage? |
| Journal: | International Journal of Research in Marketing
1999 : DEC, VOL. 16:4, p. 255-267 |
| Index terms: | Competitive advantage Brands Quality Consumer behaviour |
| Freeterms: | Country of origin |
| Language: | eng |
| Abstract: | In the literature, country of origin has been identified as an important cue that might be used in marketing to influence consumers' valuation of the brand. This paper argues that country of origin is only one extrinsic cue among a plenty of extrinsic and intrinsic cues. It is concluded that country of origin might not necessarily lead to a competitive (dis)advantage in terms of a discount or a price premium. For a sample of products, it is shown among others that the objective product quality varies significantly by country of origin. |
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