"Owned by...". Country of origin's new cue

Sullivan Mort, Gillian and Duncan, Matthew (2003) "Owned by...". Country of origin's new cue. Journal of International Consumer Marketing, 15 3: 49-69. doi:10.1300/J046v15n03_04


Author Sullivan Mort, Gillian
Duncan, Matthew
Title "Owned by...". Country of origin's new cue
Journal name Journal of International Consumer Marketing   Check publisher's open access policy
ISSN 0896-1530
Publication date 2003
Sub-type Article (original research)
DOI 10.1300/J046v15n03_04
Volume 15
Issue 3
Start page 49
End page 69
Total pages 21
Editor E. Kaynak
Place of publication USA
Publisher Haworth Press
Collection year 2003
Language eng
Subject C1
350204 Marketing and Market Research
720401 Marketing
Abstract This study identifies and explores a new country of origin (COO) cue, “owned by….” The importance of three extrinsic cues “owned by …,” “made in …” and price was examined using conjoint analysis. Data were collected from a sample of 268 undergraduate students familiar with color televisions. Segments were formed using cluster analysis and analyzed using multiple discriminant analysis. “Owned by …” was found to be important and distinct from the “made in …” cue. Segments based on the two COO cues were identified using importance weights and individual utilities. When segments were formed using individual utilities the individual difference construct, economic nationalism, provided discriminatory power while consumer ethnocentrism did not, supporting the hypothesis that economic nationalism and consumer ethnocentrism differ. Practitioners can now use “owned by …” knowing that it forms an important and distinct marketing tool. Limitations and future research are discussed.
Keyword Country of origin
“owned by …”
cue
economic nationalism
segmentation
Q-Index Code C1

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2004 Higher Education Research Data Collection
UQ Business School Publications
 
Versions
Version Filter Type
Citation counts: Google Scholar Search Google Scholar
Created: Tue, 14 Aug 2007, 19:12:22 EST