Negative country of origin stereotype and consumer perceptions and intents: the moderating effect of marketing actions

Authors

  • Fernanda Lazzari Universidade Federal do Rio Grande do Sul e Universidade de Caxias do Sul
  • Kenny Basso Universidade Federal do Rio Grande do Sul e Faculdade Meridional
  • Marcelo Trevisan Universidade Federal do Rio Grande do Sul e Universidade Federal de Santa Maria
  • Monize Sâmara Visentini Universidade Federal do Rio Grande do Sul
  • Luiz Antonio Slongo Universidade Federal do Rio Grande do Sul

Keywords:

efeito país de origem, consumidor, marketing

Abstract

This paper aims to identify and evaluate marketing actions that moderate the effects generated by the negative country of origin stereotype on the evaluation of products. We analyze the roles of the celebrity endorsement and the positive retailer image in the relationship between negative country of origin stereotype, quality perception, purchase intent and willingness to pay. The methodology used is a quasi-experiment, as a perfume demo product. We found that marketing actions can play a role in mitigating the negative effects generated by the country of origin stereotype of a particular product. 

Key words: country of origin effect, consumer, marketing.

Downloads

Published

2012-02-29

Issue

Vol. 9 No. 3 (2012): jul/sep

Section

Articles

License

I grant the journal BASE the first publication of my article, licensed under Creative Commons Attribution license (which allows sharing of work, recognition of authorship and initial publication in this journal).

I confirm that my article is not being submitted to another publication and has not been published in its entirely on another journal. I take full responsibility for its originality and I will also claim responsibility for charges from claims by third parties concerning the authorship of the article.

I also agree that the manuscript will be submitted according to the journal’s publication rules described above.