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WHICH EVALUATION CRITERION IS AFFECTED BY COUNTRY OF ORIGIN AND FORMS PURCHASE INTENTION THE MOST: AN EMPIRICAL STUDY

Year 2016, Volume: 5 Issue: 9, 39 - 48, 02.10.2016

Onur İzmir

Abstract

In country of origin studies, multi cue approaches are advised owing to the fact that there are many elements
consumers take into account while developing attitude and behavior towards a product. However, single cue
approach is utilized in this study for the purpose of comprehending the full effect of country of origin image
on consumers' subjective evaluations regarding quality, value and utility of the intended product. Among
these product evaluation criteria, which one affects purchase intention the most is put to the test, using
structured equation modeling. According to the results, the strongest effect of country of origin image is
almost equally the same on both quality and utility perceptions, while purchase intention is affected by utility
perception the most. In this regard, it has been determined that in this country of origin study where Turkish
consumers are subject to the research, normative approach is identified as the most important element.

Keywords

Country of origin image Quality Value Utility Purchase Intention SEM

References

  • Ahmed, Z. U., Johnson, J. P., Yang, X., Kheng Fatt, C., Sack Teng, H., & Chee Boon, L. (2004). Does country of origin matter for low-involvement products?. International Marketing Review, 21(1), 102-120.
  • Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. (2002). Country-of-origin and brand effects on consumers' evaluations of cruise lines.International Marketing Review, 19(3), 279-302.
  • Ball, D. 2005. The supermarket battle for your attention. The Wall street journal, January 15.
  • Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of international business studies, 13(1), 89-100.
  • Bloemer, J., Brijs, K., & Kasper, H. (2009). The CoO-ELM model: A theoretical framework for the cognitive processes underlying country of origin-effects.European Journal of Marketing, 43(1/2), 62-89.
  • Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
  • d'Astous, A., & Ahmed, S. A. (1993). Multi-cue evaluation of made-in concept: a conjoint analysis study in Belgium. Journal of Euromarketing, 2(1), 9-29.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
  • Hamzaoui Essoussi, L., & Merunka, D. (2007). Consumers' product evaluations in emerging markets: does country of design, country of manufacture, or brand image matter? . International Marketing Review, 24(4), 409-426.
  • Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of international business studies, 235-255.
  • Han, C. M. (1989). Country image: halo or summary construct?. Journal of marketing research, 26(2), 222.
  • Han, C. M. (1990). Testing the role of country image in consumer choice behaviour. European Journal of Marketing, 24(6), 24-40.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006).Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Jo, M. S., Nakamoto, K., & Nelson, J. E. (2003). The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research, 56(8), 637-646.
  • Kotler, P. (2000). Marketing Management Millenium Edition. Pearson Education. 10th edition. p: 9-11
  • Kotler, P., & Armstrong, G. (2001). Principles of marketing. Pearson Education Asia. Low price edition. p:193-201.
  • Kotler, P. (2003). Marketing management. Prentice Hall. 11th Edition, sy: 135.
  • Li, W. K., & Wyer, R. S. (1994). The role of country of origin in product evaluations: Informational and standard-of-comparison effects. Journal of Consumer Psychology, 3(2), 187-212.
  • Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. The Journal of Marketing, 68-74.
  • Nagashima, A. (1977). A comparative" made in" product image survey among Japanese businessmen. The Journal of Marketing, 95-100.
  • Nebenzahl, I. D., & Jaffe, E. D. (1997). Measuring the joint effect of brand and country image in consumer evaluation of global products. Journal of Marketing Practice: Applied Marketing Science, 3(3), 190-207.
  • Peterson, R. A., & Jolibert, A. J. (1995). A meta-analysis of country-of-origin effects. Journal of International business studies, 883-900.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 280-289.
  • Solomon, M., Bamossy, G,. Askegaard, S., Hogg, M. (2006). Consumer behaviour: A European perspective. Pearson Education. 3rd edition. p: 98.
  • Thakor, M. V. (1996). Brand origin: conceptualization and review. Journal of consumer marketing, .
  • Thakor, M.V. and Kohli, C.S. (1996), ‘‘Brand origin: conceptualization and review’’, Journal of Consumer Marketing, 13(3), 27-42, 27-42.
  • Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of economic psychology, 20(5), 521-546.
  • Wall, M., Liefeld, J., & Heslop, L. A. (1991). Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis. Journal of the Academy of marketing Science, 19(2), 105-113.
  • Wang, C. K., & Lamb, C. W. (1980). Foreign environmental factors influencing American consumers' predispositions toward European products. Journal of the Academy of Marketing Science, 8(4), 345-356.
  • Zadra, J. R., & Clore, G. L. (2011). Emotion and perception: The role of affective information. Wiley interdisciplinary reviews: cognitive science, 2(6), 676-685.

HANGİ DEĞERLENDİRME KRİTERİ MENŞEİ ÜLKE TARAFINDAN EN ÇOK ETKİLENİR VE EN ÇOK SATIN ALMA NİYETİ OLUŞTURUR: DENEYSEL BİR ÇALIŞMA

Year 2016, Volume: 5 Issue: 9, 39 - 48, 02.10.2016

Onur İzmir

Abstract

Bir ürünle alakalı tutum ve davranış geliştirmede tüketicilerin göz önünde bulundurduğu birçok unsurun olmasından dolayı menşe ülke çalışmalarında çoklu yaklaşımlar önerilmektedir. Fakat, menşe ülke imajının kalite, değer ve fayda açısından tüketicilerin kişisel değerlendirmeleri üzerindeki tam etkisini anlamak için bu çalışma kapsamında çoklu bir yaklaşım kullanılmamıştır. Yapısal eşitlik modellemesi kullanılarak ürün değerlendirme kriterleri arasından hangisinin satın alma niyetini daha çok etkilediği test edilmiştir. Sonuçlara göre, menşe ülke imajı etkisinin kalite ve fayda algısı üzerinde neredeyse aynı olduğu; fakat satın alma niyetinin en çok fayda algısı tarafından etkilendiği gözlemlenmiştir. Bu açıdan, Türk tüketicilerin kullanıldığı bu menşe ülke çalışmasında kuralsal yaklaşımın en önemli unsur olduğu tespit edilmiştir

Keywords

Menşe Ülke İmajı Kalite Değer Fayda Satın Alma Niyeti YEM

References

  • Ahmed, Z. U., Johnson, J. P., Yang, X., Kheng Fatt, C., Sack Teng, H., & Chee Boon, L. (2004). Does country of origin matter for low-involvement products?. International Marketing Review, 21(1), 102-120.
  • Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. (2002). Country-of-origin and brand effects on consumers' evaluations of cruise lines.International Marketing Review, 19(3), 279-302.
  • Ball, D. 2005. The supermarket battle for your attention. The Wall street journal, January 15.
  • Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of international business studies, 13(1), 89-100.
  • Bloemer, J., Brijs, K., & Kasper, H. (2009). The CoO-ELM model: A theoretical framework for the cognitive processes underlying country of origin-effects.European Journal of Marketing, 43(1/2), 62-89.
  • Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42(1), 1-6.
  • d'Astous, A., & Ahmed, S. A. (1993). Multi-cue evaluation of made-in concept: a conjoint analysis study in Belgium. Journal of Euromarketing, 2(1), 9-29.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
  • Hamzaoui Essoussi, L., & Merunka, D. (2007). Consumers' product evaluations in emerging markets: does country of design, country of manufacture, or brand image matter? . International Marketing Review, 24(4), 409-426.
  • Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of international business studies, 235-255.
  • Han, C. M. (1989). Country image: halo or summary construct?. Journal of marketing research, 26(2), 222.
  • Han, C. M. (1990). Testing the role of country image in consumer choice behaviour. European Journal of Marketing, 24(6), 24-40.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006).Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Jo, M. S., Nakamoto, K., & Nelson, J. E. (2003). The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research, 56(8), 637-646.
  • Kotler, P. (2000). Marketing Management Millenium Edition. Pearson Education. 10th edition. p: 9-11
  • Kotler, P., & Armstrong, G. (2001). Principles of marketing. Pearson Education Asia. Low price edition. p:193-201.
  • Kotler, P. (2003). Marketing management. Prentice Hall. 11th Edition, sy: 135.
  • Li, W. K., & Wyer, R. S. (1994). The role of country of origin in product evaluations: Informational and standard-of-comparison effects. Journal of Consumer Psychology, 3(2), 187-212.
  • Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. The Journal of Marketing, 68-74.
  • Nagashima, A. (1977). A comparative" made in" product image survey among Japanese businessmen. The Journal of Marketing, 95-100.
  • Nebenzahl, I. D., & Jaffe, E. D. (1997). Measuring the joint effect of brand and country image in consumer evaluation of global products. Journal of Marketing Practice: Applied Marketing Science, 3(3), 190-207.
  • Peterson, R. A., & Jolibert, A. J. (1995). A meta-analysis of country-of-origin effects. Journal of International business studies, 883-900.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 280-289.
  • Solomon, M., Bamossy, G,. Askegaard, S., Hogg, M. (2006). Consumer behaviour: A European perspective. Pearson Education. 3rd edition. p: 98.
  • Thakor, M. V. (1996). Brand origin: conceptualization and review. Journal of consumer marketing, .
  • Thakor, M.V. and Kohli, C.S. (1996), ‘‘Brand origin: conceptualization and review’’, Journal of Consumer Marketing, 13(3), 27-42, 27-42.
  • Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of economic psychology, 20(5), 521-546.
  • Wall, M., Liefeld, J., & Heslop, L. A. (1991). Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis. Journal of the Academy of marketing Science, 19(2), 105-113.
  • Wang, C. K., & Lamb, C. W. (1980). Foreign environmental factors influencing American consumers' predispositions toward European products. Journal of the Academy of Marketing Science, 8(4), 345-356.
  • Zadra, J. R., & Clore, G. L. (2011). Emotion and perception: The role of affective information. Wiley interdisciplinary reviews: cognitive science, 2(6), 676-685.
There are 30 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Onur İzmir

Publication Date October 2, 2016
Published in Issue Year 2016 Volume: 5 Issue: 9

Cite

APA İzmir, O. (2016). WHICH EVALUATION CRITERION IS AFFECTED BY COUNTRY OF ORIGIN AND FORMS PURCHASE INTENTION THE MOST: AN EMPIRICAL STUDY. Global Journal of Economics and Business Studies, 5(9), 39-48.
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