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,...