search query: @author Steenkamp, J-B.E.M. / total: 3
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| Author: | Verlegh, P.W.J. Steenkamp, J-B.E.M. Meulenberg, M.T.G. |
| Title: | Country-of-origin effects in consumer processing of advertising claims |
| Journal: | International Journal of Research in Marketing
2005 : JUN, VOL 22:2, p. 127-139 |
| Index terms: | Advertising Marketing Consumer behaviour International |
| Freeterms: | Country of origin |
| Language: | eng |
| Abstract: | This study proposes that country of origin (herefater as: c-of-o.) has a dual impact on product evaluations, acting both as informational cue and as source variable, moderating the impact of ads on product evaluations. A direct effect of c-of-o. on product evaluations and a three-way interaction btw. c-of-o., claim favorability and ad involvement are found in the study. Further analyses show that c-of-o. influences the way in which consumers respond to moderate and extreme claims. The dual impact of c-of-o. on consumer behaviour emphasizes its relevance to marketing. |
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