The Open UniversitySkip to content
 

Consumer knowledge and country of origin effects

Schaefer, Anja (1997). Consumer knowledge and country of origin effects. European Journal of Marketing, 31(1) pp. 56–72.

Full text available as:
Full text not publicly available
Due to copyright restrictions, this file is not available for public download
DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/03090569710157034
Google Scholar: Look up in Google Scholar

Abstract

Consumer knowledge has frequently been mentioned in the literature as a potential mediating factor in consumers’ use of country of origin as a product information cue. However, there is little agreement on the appropriate definition and measurement of consumer knowledge in this context, nor on the likely direction of its impact. Reports of empirical findings concerning the issue are even scarcer. Looks at various dimensions of consumer knowledge and how they impact on consumers’ use of the country of origin cue in evaluations of alcoholic beverages. Finds that neither brand familiarity nor objective or subjective product knowledge has a general main effect on consumers’ use of the country of origin cue but there are significant interaction effects. Shows that objective product class knowledge can, under certain circumstances, increase consumers’ reliance on country of origin when evaluating products with unfamiliar brand names but not with familiar brand names.

Item Type: Journal Article
Copyright Holders: 1997 Emerald
ISSN: 0309-0566
Academic Unit/Department: Open University Business School
Item ID: 19341
Depositing User: Anja Schaefer
Date Deposited: 24 Dec 2009 12:14
Last Modified: 26 Oct 2012 04:17
URI: http://oro.open.ac.uk/id/eprint/19341
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk