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Books > Business & Economics > Industry & industrial studies > Distributive industries > Retail sector
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Country of Origin Effect - Looking Back and Moving Forward (Paperback)
Loot Price: R1,425
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Country of Origin Effect - Looking Back and Moving Forward (Paperback)
Expected to ship within 12 - 19 working days
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This book evaluates Country of Origin (COO) research from new
critical perspectives, providing insights on how COO shapes both
consumer behaviour and business trends, and how marketers can
overcome or take advantage of COO in their strategies. The
contributors explore a variety of strategies for utilising Country
of Origin, including how country image can influence market entry
positioning strategies, and how brand heritage can be utilised as a
communication tool. There is also a study of what percentage of
online products require COO identification, and whether this
percentage correlates to customer satisfaction. Several
contributors look at consumers' preference for food in relation to
COO and authenticity, and further chapters explore the impact of
consumer identification with a nation on how they evaluate brands.
As Country of Origin is increasingly evaluated by consumers and
used by marketers to safeguard locally-owned products, this book
will be of interest to those studying the relationship between
country-authentic brands and their promotion in the global
marketplace. This book was originally published as a special issue
of the Journal of Promotion Management.
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