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Lookup NU author(s): Professor Christof Backhaus, Professor Markus Blut
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The country-of-origin (COO) effect is one of the most prominent phenomena in the field of international marketing. Its influence on consumer quality perception, as well as on purchase decision, is strongly supported by a notable amount of empirical work. However, despite the obvious managerial relevance, most COO studies have been conducted with respect to products, whereas the impact of COO in service settings is a woefully underresearched area. This article fills that void by using limit conjoint analysis to empirically test the role of COO effect for services in two experimental settings. Specifically, the study investigates how much the relative importance of COO changes if additional quality cues are available for the consumer. Results lend support for the relevance of COO effects for services and provide useful implications for ways to utilize COO effects in international services marketing.
Author(s): Berentzen J, Backhaus C, Michaelis M, Blut M, Ahlert D
Publication type: Article
Publication status: Published
Journal: Journal of Relationship Marketing
Year: 2008
Volume: 7
Issue: 4
Pages: 391-405
ISSN (print): 1533-2667
ISSN (electronic): 1533-2675
Publisher: Routledge
URL: http://dx.doi.org/10.1080/15332660802508364
DOI: 10.1080/15332660802508364
Notes: Special Issue: Managing Service Relationships
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