Exploring the Literal Effect of COO for a New Brand: A Conjoint Analysis Approach

Merve Coskun; Sebnem Burnaz

doi:10.1080/08961530.2015.1135677

Exploring the Literal Effect of COO for a New Brand: A Conjoint Analysis Approach

Merve Coskun^*, Sebnem Burnaz

^*Corresponding author for this work

Department of Management Engineering

Istanbul Technical University

Research output: Contribution to journal › Article › peer-review

8 Citations (Scopus)

Abstract

The objective of this study is to determine the literal effect of country of origin (COO) dimensions—(1) country of brand (COB) and (2) country of manufacture (COM)—and to discover the extent of importance consumers place on COO knowledge when other product attributes are available. Conjoint analyses are used to obtain the importance scores for attributes that affect the purchase intention for a new leather shoe brand. The results indicate that the level of importance placed on COM is higher than that on COB. However, when consumers evaluate COO and brand name knowledge as single cues, the results are in the opposite direction. In addition, the study investigates the importance of COO dimensions with an itemized rating scale in order to compare literal and exaggerated effects of COO.

Original language	English
Pages (from-to)	106-120
Number of pages	15
Journal	Journal of International Consumer Marketing
Volume	28
Issue number	2
DOIs	https://doi.org/10.1080/08961530.2015.1135677
Publication status	Published - 14 Mar 2016

Bibliographical note

Publisher Copyright:
© 2016 Taylor & Francis Group, LLC.

Keywords

Brand name
conjoint analysis
country of brand
country of manufacture
country of origin
female consumers
foreign-name branding
leather shoe

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10.1080/08961530.2015.1135677

Cite this

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Exploring the Literal Effect of COO for a New Brand: A Conjoint Analysis Approach

Abstract

Bibliographical note

Keywords

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