By ROGER BARAN; CHRISTOPHER; MICHAEL ZERRES
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Additional info for CUSTOMER RELATIONSHIP MANAGEMENT
THE CONSTRUCTS OF COO Research attempting to differentiate consumers on the basis of their foreign product acceptance has focused on features such as: 1. 2. product familiarity, consumer nationalism. According to the first point, several studies assessed the role of country image in consumer choice behaviour across different sourcing countries analysing its impact (Han 2001) on: 1. 2. 3. 4. consumers’ attitudes towards brands, consumers’ intention to purchase certain brands, consumers’ perceptions of specific product attributes, how a product category affects other categories from the same country.
Although keeping the variety of the adopted methodological settings, the researches on the COO effect have in common the aim of investigating the positive or negative effect exerted by this construct on the evaluation and intention of a purchase of a product by the consumers. An effective classification of the plentiful literature on the subject of COO and on the various methodological options is proposed in Part I by Michela Matarazzo in ‘Country of origin effect: research evolution, basic constructs and firm implications’.
J. B. Nes (1982), ‘Country-of-origin effects on product evaluations’, Journal of International Business Studies, 13(1), 89–99. , S. Grappi and E. Martinelli (2012), ‘Effetto “country of origin”’, Bologna: Il Mulino. Chao, P. (1989), ‘Export versus reverse investment: strategic implications for newly industrialized countries’, Journal of International Business Studies, 20(1), 75–91. Chao, P. (1993), ‘Partitioning country of origin effects: consumer evaluations of a hybrid product’, 24(2), Journal of International Business Studies, 291–306.
CUSTOMER RELATIONSHIP MANAGEMENT by ROGER BARAN; CHRISTOPHER; MICHAEL ZERRES