Celebrity and foreign brand name as moderators of country-of-origin effects

Whereas most recent country-of-origin (COO) research has focused on multi-cue designs to overcome weaknesses associated with single-cue models by incorporating both extrinsic and intrinsic cues other than the COO cue in evaluating consumer responses, few studies have been reported that address the issue of whether a foreign celebrity or a foreign brand name can enhance or diminish consumer attitude, product quality perception and purchase intention in another country.

Celebrity and Foreign Brand Name as Moderators of Country-of-Origin Effects

Paul ChaoEastern Michigan University

Gerhard Wührer and Thomas WeraniJohannes Kepler University

INTRODUCTION

As more and more firms around the world, large and small, embrace global...