Consumer Responses to City-of-Origin vs. Country-of-Origin Cues: Purchase Probability and Willingness to Pay

Doris Lehdorfer, Adamantios Diamantopoulos

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

Abstract

Despite its practical relevance, research on city-of-origin (CiOO) cues in a product marketing context has been limited. We address this gap by investigating whether consumers’ purchase probability and willingness to pay (WTP) differ between brands linked to a city vs. country cue and if such differences can be attributed to differences in perceived product-origin typicality (POT). Two experiments with different products (clothing/cosmetics) and origins (Italy-Milan/France-Paris) were conducted in Germany. Results show that if POT is perceived to be higher for the city than for the country, it leads to an increase in purchase probability in favor of the brand with the CiOO cue; however, WTP remained unaffected by the type of origin cue. Our findings indicate that CiOO cues can impact consumer behavior and even outperform country-of-origin (COO) cues under certain conditions. They should, therefore, be considered in research endeavors focusing on the effects of product origin.
OriginalspracheEnglisch
TitelProceedings of the 52nd Annual Conference of the European Marketing Academy
PublikationsstatusVeröffentlicht - Mai 2023
Veranstaltung52nd European Marketing Academy Conference (EMAC 2023) - Odense, Dänemark
Dauer: 23 Mai 202326 Mai 2023
https://www.emacconference2023.org/

Konferenz

Konferenz52nd European Marketing Academy Conference (EMAC 2023)
KurztitelEMAC 2023
Land/GebietDänemark
OrtOdense
Zeitraum23/05/2326/05/23
Internetadresse

ÖFOS 2012

  • 502052 Betriebswirtschaftslehre
  • 502020 Marktforschung

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