TY - JOUR
T1 - The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment
AU - Diamantopoulos, Adamantios
AU - Matarazzo, Michaela
AU - Montanari, Maria Gabriela
AU - Petrychenko, Anastasiya
N1 - Publisher Copyright:
© 2021 The Author(s)
PY - 2021
Y1 - 2021
N2 - Drawing on equity theory, we apply Van Westendorp’s Price Sensitivity Meter (PSM) to compare the “pricing footprints” of a brand originating in countries differing in their country image favorability. This footprint is captured by the different price levels for which consumers perceive the brand to be (a) too cheap (i.e. raise concerns about its quality), (b) cheap (i.e. seem like a bargain), (c) expensive (i.e. not cheap but would still consider buying it), and (d) too expensive (i.e. priced so high as to prevent purchase). Based on two studies conducted in Ukraine and Brazil, and controlling for several consumer dispositions, we find that differences in country image do not always translate into significant differences across all components of the pricing footprint. Moreover, even if such differences are observed, they do not apply to all target countries. Implications for country-of-origin research and practice are considered and suggestions for future research made.
AB - Drawing on equity theory, we apply Van Westendorp’s Price Sensitivity Meter (PSM) to compare the “pricing footprints” of a brand originating in countries differing in their country image favorability. This footprint is captured by the different price levels for which consumers perceive the brand to be (a) too cheap (i.e. raise concerns about its quality), (b) cheap (i.e. seem like a bargain), (c) expensive (i.e. not cheap but would still consider buying it), and (d) too expensive (i.e. priced so high as to prevent purchase). Based on two studies conducted in Ukraine and Brazil, and controlling for several consumer dispositions, we find that differences in country image do not always translate into significant differences across all components of the pricing footprint. Moreover, even if such differences are observed, they do not apply to all target countries. Implications for country-of-origin research and practice are considered and suggestions for future research made.
KW - MIB
KW - HBE
KW - METAANALYSIS
KW - Country image
KW - Price Sensitivity Meter
KW - BEHAVIOR
KW - CONSUMER ETHNOCENTRISM
KW - Consumer dispositions
KW - WILLINGNESS-TO-PAY
KW - IMAGE
KW - FRAMEWORK
KW - Pricing footprint
KW - PERCEPTIONS
UR - http://www.scopus.com/inward/record.url?scp=85110266674&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2021.07.011
DO - 10.1016/j.jbusres.2021.07.011
M3 - Article
SN - 0148-2963
VL - 135
SP - 749
EP - 757
JO - Journal of Business Research
JF - Journal of Business Research
ER -