An investigation of country-of-origin effect using correspondence analysis: a cross-national context

Ming-huei Hsieh

Although there are numerous studies related to country-of-origin (COO) effects, empirical findings are dispersed because of the limited coverage of the origins, brands and countries used for investigation.
  

An Investigation Of Country-Of-Origin Effect Using Correspondence Analysis: A Cross-National Context

Ming-huei Hsieh Yuan Ze University

Introduction

Since the mid-1960s, country-of-origin (COO) effects have been the subject of many studies. While it is widely acknowledged that COO has an impact on product evaluations, there have been divergent empirical findings concerning the magnitude...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands