The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment

Adamantios Diamantopoulos, Michaela Matarazzo, Maria Gabriela Montanari, Anastasiya Petrychenko

Publications: Contribution to journalArticlePeer Reviewed

Abstract

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.
Original languageEnglish
Pages (from-to)749-757
Number of pages9
JournalJournal of Business Research
Volume135
Early online date16 Jun 2021
DOIs
Publication statusPublished - 2021

Austrian Fields of Science 2012

  • 502052 Business administration
  • 502019 Marketing

Keywords

  • MIB
  • HBE
  • METAANALYSIS
  • Country image
  • Price Sensitivity Meter
  • BEHAVIOR
  • CONSUMER ETHNOCENTRISM
  • Consumer dispositions
  • WILLINGNESS-TO-PAY
  • IMAGE
  • FRAMEWORK
  • Pricing footprint
  • PERCEPTIONS

Fingerprint

Dive into the research topics of 'The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment'. Together they form a unique fingerprint.

Cite this