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Research on the use of foreign languages in advertising and packaging identifies English as a medium due to its modern universal appeal. As advertising vehicles become more numerous and diverse, foreign languages have veered from their purely linguistic function to assuming a more active role in influencing consumers’ cognitions and behaviors. Research allows companies to tap into the implicit emotional connections and associations that foreign languages evoke in consumers and better assist companies in adjusting their consumer culture positioning strategies to various local markets. This review aims to encapsulate the theoretical complexities underpinning the mechanism of how foreign languages function and how understanding them may help advertisers and brand managers in influencing consumer behavior and perception. The existing body of research shows a surging interest in multilingual advertising and product packaging. The former is more consolidated with validated experimental designs and a wider application of relevant theories whereas the latter is still at its infancy and lacks the generalizability to diverse markets. The authors conclude that foreign languages are widespread. Drawing on the theories of linguistics, sociolinguistics and psycholinguistics, alongside considering markets' cultural sensitivities, the authors recommend employing foreign language cues in both advertising and packaging.

Research on the use of foreign languages in advertising and packaging identifies English as a medium due to its modern universal appeal. As advertising vehicles become more numerous and diverse, foreign languages have veered from their purely linguistic function to assuming a more active role in influencing consumers' cognitions and behaviors. Research allows companies to tap into the implicit emotional connections and associations that foreign languages evoke in consumers and better assist companies in adjusting their consumer culture positioning strategies to various local markets. This review aims to encapsulate the theoretical complexities underpinning the mechanism of how foreign languages function and how understanding them may help advertisers and brand managers in influencing consumer behavior and perception. The existing body of research shows a surging interest in multilingual advertising and product packaging. The former is more consolidated with validated experimental designs and a wider application of relevant theories whereas the latter is still at its infancy and lacks the generalizability to diverse markets. The authors conclude that foreign languages are widespread. Drawing on the theories of linguistics, sociolinguistics and psycholinguistics, alongside considering markets' cultural sensitivities, the authors recommend employing foreign language cues in both advertising and packaging. [ABSTRACT FROM AUTHOR]

This research provides nuanced insights from a consumer-centric behavioural psychology perspective, by developing a theoretically grounded motivational process model of product evaluation, viewed through a country-of-origin (COO) lens, incorporating the focal constructs of product involvement, product knowledge, consumer ethnocentrism (CET) and antecedents related to wine buying in China. An online survey of 934 consumers across China in a range of 12 tier-1 and tier-2 cities investigates the effects of several independent variables on COO product category evaluation. The findings provide valuable contrasting insights between evaluations of products originating from developed economies (France and Australia) and a transitional economy (China), the home country. We validate a 10-item version of the CETSCALE and apply multiple linear regression (MLR) modelling to test the hypothesised relationships. We further contribute by examining both main and interaction effects of the empirically enhanced model. We conclude that CET, product involvement, product purchase experience and, travel exposure significantly impact COO product evaluations, through actual product purchase experience, while product purchase frequency does not. CET also has a significant mediating effect on product evaluation through both involvement and actual product purchasing experience. Gender has direct effects on CET and product evaluation, as does household income on product evaluation. [ABSTRACT FROM AUTHOR]

We investigate consumer preferences for domestically produced white wines compared to foreign wines in Australia. A discrete choice experiment was used to analyze young Australian consumers' preferences regarding white wine and a latent class model was estimated to take preference heterogeneity into account. We examine the relationship between consumers' ethnocentrism and preferences for wine from a specific origin. Highly ethnocentric Australian wine consumers are found to strongly prefer Australian wines and to a lesser extent wine from New Zealand compared to otherwise identical French wine, confirming a country-of-origin effect. Carefully considering the information to include on wine labels helps to stimulate consumer demand in certain market segments. Producers can use information regarding consumer preferences for specific wine characteristics to put an attractive and profitable product on the market. For instance, Australian wines might have a domestic advantage over similar foreign wines, if this 'country of origin' is brought to the consumers' attention. Hence, labeling wine as 'Made in Australia' is likely to increase the willingness to buy wines amongst a significant subgroup of Australian consumers aged 18–38. Adding other specific labels such as gold or silver medals to the bottle can also attract specific customer segments. [ABSTRACT FROM AUTHOR]

Structural equation models, correlation analysis and other methods are adopted to explore the impact of Japan's reverse country-of-origin effect on Chinese consumers' intention to visit. The results show that: (1) Consumers' evaluation and attitude towards hedonic products are positive, while reverse country-of-origin effect is the highest in terms of utilitarian products; (2) The reverse country-of-origin effect of women on nature-based products is higher than that of men, while the reverse country-of-origin effect of women on utilitarian products and hedonic products are opposite; (3) The desired interaction of the 45–64 age group and those with high school degrees, technical secondary school certifications, or lower degrees groups can lead them to visit a destination. [ABSTRACT FROM AUTHOR]

For legislative and managerial purposes, brands are increasingly transparent in disclosing more information on the countries of origin (COOs) involved in their products' production. This study aims to further research what information regarding the COOs involved in the production of a garment must be communicated to consumers, and how such information should be communicated. To this end, a questionnaire survey was performed with a panel of 103 consumers, followed by the sharing of experimental products' webpages with an additional panel of nine consumers in France. The webpage was accessed via a QR code. The study shows that several preconceived notions drive consumers' perceptions, and, in fact, additional information regarding COOs does not overcome stereotypes. [ABSTRACT FROM AUTHOR]

In today's globalized economy and highly interconnected media landscape, the impact of country-of-origin (COO) effects on crisis spillovers has attracted growing interest. However, the majority of the relevant studies are limited to case studies. A clear understanding of the relationship between COO effects and crisis spillovers has yet to be established. To address this gap, a meta-analysis of 24 causal pairs from 9 papers (n = 5746, combined n = 10942) was performed. The results indicate that COO effects can somewhat limit crisis spillovers. Specifically, the COO effect has a medium degree of mitigating effect on morality (r = 0.403) and competence crises (r = 0.240). When the COO is a developed country (r = 0.345), the COO effect can effectively mitigate crisis spillovers to a medium extent, while when the COO is a developing country (r = 0.180), the COO effect is small. Using organizational impressions (r = 0.357) rather than purchase intentions (r = 0.157) as a measurement instrument makes it easier to observe the dampening effect of COO on crisis spillovers. These findings enrich the theoretical framework of public relations and crisis management and provide strategies for business organizations to cope with spillovers. • Morality and competence crises moderately modulate the relationship between country-of-origin effects and crisis spillovers. • Developed countries' country-of-origin effects more significantly dampen crisis spillovers than in developing countries. • Differences in crisis measurement tools affect the results of crisis assessment. [ABSTRACT FROM AUTHOR]

The increasing consumer demand for shopping eco-friendly products online leads brands and marketers to offer more products that are claimed to be eco-friendly on online stores. However, it is very difficult for consumers to evaluate the credibility of such claims, and marketers usually do not offer resources to help consumers make the evaluation. Hence, consumers must utilize limited information cues (e.g. country-of-origin, price, etc.) that are available to them to evaluate the credibility of green claims and the greenness of products. Two online experiments were conducted to examine how product COO, product price, and product types affect consumer perception of product greenness and green claim credibility. The findings suggest that product COO is a powerful factor that influences consumer perception. Theoretical and practical implications of the findings were discussed. [ABSTRACT FROM AUTHOR]

Although the country-of-origin effect on staffing practices of multinational corporations (MNCs) is well-known, its underlying mechanisms are under-theorized. Drawing on the cross-cultural management and comparative institutionalism literatures, we propose an overarching, theory-based framework with two mechanisms, dispositional and contextual, that might explain country-of-origin effects in MNCs' use of parent-country nationals (PCNs) in their foreign subsidiaries' top management teams. The tendency of MNCs from some home countries to staff these positions with PCNs is typically labelled as 'ethnocentric', a word imbued with negative intentions referring mainly to the dispositional rationale behind this staffing choice. However, fuzzy-set qualitative comparative analysis (fsQCA) of staffing practices of MNCs from ten home countries shows that both mechanisms – dispositional and contextual – have considerable explanatory power. Our methodological approach enables us to analyse conceptually distinct, yet empirically intertwined, societal-level explanations as a pattern, and thus offers a viable solution to integrate different perspectives in international and comparative research. [ABSTRACT FROM AUTHOR]

Copyright of Nankai Business Review is the property of Nankai Business Review Editorial Office and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The geographic associations of brands and branding have been well demonstrated in the country-of-origin (COO) effect literature in that a product's COO has a branding effect and consumers have preferences for goods from specific countries. The aggregation of these preferences can lead to unique and asymmetric trading patterns between countries. In this paper, we extend the geographic associations of brands and branding to domestic trade and document that seller provinces have a branding effect and geographic preference asymmetries can arise within peer-to-peer trade networks such as Taobao in China. We find that while buyers in one province in China are willing to purchase goods from sellers in another province, it is often the case that the relationship is not reciprocal. This asymmetry in preferences persists after controlling for time-varying factors at both buyer and seller locations. Like brands, a location therefore serves as a quality cue and reputation mechanism for the unobserved attributes of sellers, products, and logistics services from that location. We then explore factors that might be correlated with these time-invariant preferences across provinces. We find that in addition to the gravity effect of distance and the home-bias effect, other factors such as dyadic trust; migration; similarities in ethnicities; occupations and education levels; and levels of marketization and rule of law are correlated with the asymmetries. Notably, these factors differ from those identified in a contemporaneous study of eBay in the US, in which religiosity and political ideology contribute to the differences (Elfenbein et al. 2018). We believe that the Chinese and the US experiences differ because the two countries differ substantially in social, economic, political, religious, legal, and commercial environments. [ABSTRACT FROM AUTHOR]

Copyright of Marketing & Menedzsment is the property of University of Pecs and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of the study is to find the determinants of the decision to purchase medical services in other countries. The following hypothesis is tested: the image of the country of origin, the power of the country and the origin of the consumer influence the consumer's intentions to purchase medical services. An international comparison has been carried out, in which 264 respondents from Poland, Germany and Lithuania have participated. The data have been collected with the use of a questionnaire form developed by the authors, and they have been analysed with a mixed regression analysis. The results show that the readiness to purchase medical services differs, depending on the country of origin of services, the power of the country and the origin of the consumer. The results of the research can be applied in business practice and in the strategies developed by institutions shaping the image of the country and positioning it in the international context. [ABSTRACT FROM AUTHOR]

Purpose – This study investigates whether the magnitude of the effect of country image (CoI) on quality evaluation of foreign products varies across consumers from developed vs. from developing countries. Design/methodology/approach – French, Argentinean and Chilean consumers responded to an online survey. We employed a withinsubjects design in order to examine associate differences in CoI with differences in quality assessment. Findings – In agreement with previous studies, we found a positive effect of CoI on quality evaluations of foreign products. However, we found a non-significant moderating effect of consumer nationality, which contrasts with Hsieh (2004), who found that CoI effects were stronger for consumers from developing markets. Originality/value – While several studies have investigated factors that would affect consumers’ preference for domestic vs. foreign products, we took the relatively under-researched topic of whether there would be differences across consumers from developed vs. developing markets in the impact of country image on the evaluation of foreign products.

The aim of this article is to provide the results of research focused on the topic connected with the country of origin effect and its influence on the consumer behaviour of the young consumers called the Generation Y. This research is conducted on the base of the qualitative research methods combining the focus group and group discussion (called focus group discussion). The Generation Y consumers are at these days important part of the consumers – they are forming their opinion and consumer behaviour so the companies can positively influence them. This study contains the results which reflect the opinion of consumers in condition of the Czech Republic in connection with the country of origin effect, consumer ethnocentrism and consumer patriotism and its influence in the wine industry.

The wider diffusion of solar photovoltaics (PV) is crucial to lower the environmental impact of the residential sector, which is responsible for a large share of energy consumption in many industrialized countries, including Switzerland. By conducting an adaptive choice-based conjoint (ACBC) with a representative sample of Swiss homeowners planning to undertake a roof renovation project, we investigate the extent to which financial and non-financial factors drive homeowners’ preferences for PV in Switzerland. We reveal that the color and country of origin of the PV modules are the main drivers for increasing share of preference for PV. In addition, we estimate the price premium that homeowners are willing to pay for building-integrated PV (BIPV) versus rack-mounted PV. We find a premium in willingness to pay of 21.79% for a roof with a BIPV installation in comparison with a rack-mounted PV installation. We further show that an increase in revenues from electricity sales (e.g. via feed-in tariffs), when transparently disclosed over an aggregated time frame, would be almost equally effective in spurring demand for PV as a decrease of initial investment costs (e.g. via one-off investment grants). Implications for energy policy and marketing are discussed. [ABSTRACT FROM AUTHOR]

This study examined the impact of a stereotypical image of a country and the image of a tourism destination on destination loyalty. In particular, this study compared these impacts between two groups of destinations - long- and short-haul international destinations - from the perspective of construal-level theory. Data were collected from 500 Taiwanese tourists in 2014 and analyzed through multiple steps, including MANOVA, ANOVA, CFA, and SEM with multi-group analysis. The results showed that both a widely held image of a country and a destination image are likely to affect tourists' loyalty to a destination; however, country stereotyping plays a more important role than the destination image does in predicting the behavioral intention to visit a long-haul destination. Theoretical and practical implications for marketing of international destinations are provided. [ABSTRACT FROM AUTHOR]

Across three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective. [ABSTRACT FROM AUTHOR]

The country-of-origin effect (COE) on employment practices in multinational enterprises (MNEs) has become an important area of international human resource management research. However, research on the mechanisms of the COE, a fundamental and critical aspect of the country-of-origin phenomenon, is scant. This study seeks to empirically explore the mechanisms through which country-of-origin influences Chinese MNEs’ approach to host-country employer associations. Analysis of qualitative data from 13 Chinese MNEs revealed that country of origin affected the approach of Chinese MNEs to host-country employer associations in the form of transfer of managerial norms. It also revealed that it was the mindset of those home-country nationals who were key decision-makers at subsidiaries that enabled the COE in Chinese MNEs. This paper highlights the importance for future studies of international strategic human resources management to pay attention to micro-foundations of cross-border practice transfer and to incorporate analyses of managerial cognition in the investigation of MNEs’ management practices. [ABSTRACT FROM PUBLISHER]