期刊
JOURNAL OF INTERNATIONAL MARKETING
卷 20, 期 1, 页码 19-41出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jim.10.0140
关键词
country of origin; willingness to pay; brand familiarity; experimental research
类别
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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