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 marketing as a viable business expansion strategy, consumers around the world are facing an increasing array of choices for products and services from many different countries. When firms expand into the global market-place they face several critical decision alternatives, including production locations, entry modes, advertising and promotions, which have significant ramifications for corporate global performance. The choices of specific strategic alternatives...

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