International Marketing

 

Broad and Narrow Country-of-Origin Effects and
the Domestic Country Bias
, in: Journal of Global Marketing 30 (4),2017, pp. 256–274.

Across three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective.

Maier E., Wilken, R.

 

Managing Customer Touchpoints and Customer Satisfaction in B2B Mass Customization: A Case Study, in: International Journal of Industrial Engineering and Management, 8(3), 2017
Aichner, T., Gruber, B.

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Effects of Subcultural Differences on Country and Product Evaluations: A Replication Study, in: Journal of Global Marketing, 2016, 29(3), pp. 115–127.
Aichner, T., Coletti, P., Forza, C., Perkmann, U., Trentin, A.

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The country-of-origin lie: impact of foreign branding on customers’ willingness to buy and willingness to pay when the product’s actual origin is disclosed, in: The International Review of Retail, Distribution and Consumer Research, 2016, 27(1), pp. 43–60.
Aichner, T., Forza, C., Trentin, A.

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Country-of-origin marketing: A list of typical strategies with examples, in: Journal of Brand Management, 2014, 21(1), pp. 81–93.
Aichner, T.

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