Country-of-Origin Effect in International Business
Strategic and Consumer Perspectives
- 270 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Country-of-Origin Effect in International Business
Strategic and Consumer Perspectives
About this book
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.
This edited book offers a multifaceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science.
This book is addressed predominantly to the academic community – academics, scholars and upper-level students – in international marketing, international business and consumer behaviour.
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Information
Table of contents
- Cover
- Half Title Page
- Series Page
- Title Page
- Copyright Page
- Table of Contents
- List of Figures and Tables
- List of Contributors
- Introduction: The Country-of-Origin (COO), Country-of-Origin (COO) Dimensions, and Country-of-Origin Effect (COE) – General Overview and Theoretical Approaches
- Part I Country-of-Origin in International Business – A Strategic Perspective
- Part II Country-of-Origin in International Business – Economic and Legal Aspects
- Part III Country-of-Origin Effect in International Business – A Consumer Perspective
- Index