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Product Review: The COO Effects in Consumer Brand Perception and Evaluation Processes

Introduction

The COO Effects in Consumer Brand Perception and Evaluation Processes is a qualitative study that explores the impact of country-of-origin (COO) on consumer perception and evaluation of brands. The research examines how the COO influences consumer decision-making and shapes brand image.

Main Findings

The study reveals that the COO significantly affects consumer brand perception and evaluation. Consumers often associate certain countries with specific product attributes, quality, or stereotypes, which can shape their opinions about a brand originating from that country. COO cues influence both the cognitive and emotional evaluation processes of consumers.

Methodology

The researchers conducted in-depth interviews with a diverse group of consumers to understand their perceptions and evaluations of brands from different countries. Through thematic analysis, the researchers identified several key themes and patterns in consumer responses, uncovering the underlying mechanisms behind the COO effects.

Implications

Understanding the COO effects on consumer brand perception and evaluation is crucial for marketers and international brand managers. By leveraging positive associations with certain countries or strategically repositioning brands, companies can influence consumer preferences and increase brand value.

Conclusion

The COO Effects in Consumer Brand Perception and Evaluation Processes study provides valuable insights regarding the impact of COO on consumer behavior. It demonstrates that the COO influences not only product evaluations but also consumer attitudes towards a brand. The findings highlight the importance of considering the COO as a strategic element in brand positioning and marketing strategies.

FAQs

Q: How does COO affect consumer brand perception?

A: The COO creates certain associations and expectations in consumers’ minds. Brands from countries traditionally known for quality or craftsmanship often benefit from positive perception, while those from countries associated with low quality may face challenges.

Q: Can a brand overcome negative COO perceptions?

A: Yes, with effective marketing strategies, a brand can reshape consumer perceptions. By focusing on quality, innovation, or aligning with positive attributes unrelated to COO, brands can overcome negative COO effects.

Q: How can businesses use COO effects to their advantage?

A: Businesses can strategically position their brands in countries with positive COO associations, capitalize on local cultural elements, or engage in partnerships that enhance their brand perception in the eyes of consumers.

The COO concept has been excessively studied, but research still not provides much generalizable knowledge. Most studies tested people obtrusively about their COO cue usage, which led to an overestimated COO effect in consumers brand evaluation processes. Few studies investigated by unobtrusively asking individuals about their COO cue usage and report about COO cue’s non-importance for consumers. Based on research that showed that consumers process COO information automatically rather than in a controlled manner, this work’s approach was to step out of common COO research methods, as with previous techniques results have clear limitations to be valid predictors of consumers’ actual behavior. The adoption of a 2 method – 3 step approach, using the Brand Bricolage technique combined with the method of an Individual In-Depth Interview in this study shows that a brand’s origin information can be measured to have influence on an implicit level, so on consumers’ general perception of a particular brand, as well as on an explicit, but primarily aided level, as consumers tend to process COO information in an automatic rather than in a controlled manner.

ASIN ‏ : ‎ 3639272927
Publisher ‏ : ‎ VDM Verlag Dr. Müller (6 July 2010)
Language ‏ : ‎ English
Paperback ‏ : ‎ 292 pages
ISBN-10 ‏ : ‎ 9783639272925
ISBN-13 ‏ : ‎ 978-3639272925
Dimensions ‏ : ‎ 15.01 x 1.68 x 22 cm

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