Roots marketing: the marketing research opportunity

Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as positive sub-branding.
  

Roots marketing: the marketing research opportunity

Clive NancarrowBristol Business School

Julie TinsonUniversity of Stirling

Richard WebberUCL

INTRODUCTION

There have been two broad strands of research on country of origin. The first examines consumer perceptions of products hailing from different (foreign) countries – see Showers and Showers (1993); Okechuku (1994); Lampert and Jaffe (1998) and d'Astous and Sadrudin (1999). The second strand of research focuses on migrant groups and their descendents, and specifically their attitudes and behaviour towards aspects of the marketing of goods from their country of origin or reflecting their 'home' culture (for instance,...

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