THE EFFECT OF COUNTRY OF ORIGIN IMAGE TROUGH QUALITY, DESIGN AND ATTRACTIVENESS RELATED TO PRODUCT ON CONSUMER LOYALTY
Keywords:
country of origin image, product quality, product design, attractiveness, consumer loyalty
Abstract
The main goal of this research is to determine whether there is an impact of country of origin image on consumer loyalty to products originating from countries with positive and recognizable image and whether this impact is achieved through characteristics such as product quality and design, and attractiveness related to using the same. To examine this impact, an empirical study was conducted on a sample of 150 respondents and analysis of collected data was performed in SPSS 20. The results show that information about country of origin image is important to consumers and has an impact on their behavior related to buying foreign product. More precisely, results show that country of origin image affects consumers when they choose products based on their quality and design and attractiveness that consumers feel when using these products, and also that through these characteristics country of origin image has effects on consumer loyalty. In accordance with the obtained results, conclusion is that it is extremely desirable for companies and governments to take into account image that their country enjoys on the world market.
References
Abdelkader, O. A. (2015). Influences of Country-Of-Origin on Perceived Quality & Value According to Saudi Consumers of Vehicles. International Journal of Marketing Studies, 7(1), 93-105. DOI: 10.5539/ijms.v7n1p93
Adina, C., Gabriela, C., Roxana-Denisa, S. (2015). Country-of-origin effects on perceived brand positioning. Procedia Economics and Finance, 23(1), 422-427. DOI: 10.1016/S2212-5671(15)00383-4
Ahmed, S., Astous, A. (2008). Antecedents, moderators and dimensions of COO evaluations, International Marketing Review, 25(1), 75-106. http://dx.doi.org/10.1108/02651330810851890
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., Boon, L. C. (2004). Does country of origin matter for low‐involvement products? International marketing review, 21(1), 102-120. http://dx.doi.org/10.1108/02651330410522925
Antić, Lj., Stevanović, T. (2013). Kvalitet i vreme kao ključni faktori unapređenja konkurentnosti preduzeća, Teme, 37(1), 183-202. Retreived Otober 10, 2020, from: http://teme2.junis.ni.ac.rs/public/journals/1/previousissues/teme1-2013/teme1-2013.html
Bilkey, W., Nes, G. (1982). Country of origin effects on product evaluations, Journal of International Business Studies, 13(1), 89-99. DOI:10.1057/palgrave.jibs.8490539
Carbon, C., Leder, H. (2005). The Repeated Evaluation Technique (RET): A Method to Capture Dynamic Effects of Innovativeness and Attractiveness, Journal of Applied Cognitive Psychology, 19(5), 587-601. DOI: 10.1002/acp.1098
Chitturi, R. (2009). Emotions by design: A consumer perspective. International Journal of Design, 3(2), 7-17. Retreived September 28, 2020, from: http://www.ijdesign.org/index.php/IJDesign/article/view/577
Coudounaris, D. N. (2018). Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury brand. Review of International Business and Strategy, 28(2), 169-205. DOI: 10.1108/RIBS-05-2017-0044
Degoma, A., Shetemam, E. (2014). The Effect of Country of Origin Image on Purchase Intention: A Case Study on Bahir Dar University Instructors. Journal of Accounting & Marketing, 3(1), 1-5. DOI: 10.4172/2168-9601.1000109
Delgado-Ballester, E., Manuera-Aleman, J. L. (2001). Brand trust in the context of consumer loyalty. European journal of marketing, 35(11/12), 1238-1258. DOI:10.1108/EUM0000000006475
Diamantopoulos, A., Zeugner‐Roth, K. P. (2010). “Country of Origin“ as Brand Element. Wiley international encyclopedia of marketing, 6, https://doi.org/10.1002/9781444316568.wiem06004
Erdoğmuş, İ., Büdeyri‐Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399-417. https://doi.org/10.1108/13612021211265818
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty. Journal of Fashion Marketing and Management, 19(4), 467-484. https://doi.org/10.1108/JFMM-02-2015-0011
Esmaeilpour, F., Abdolvand, M. A. (2016). The impact of country-of-origin image on brand loyalty: evidence from Iran. Asia Pacific Journal of Marketing and Logistics, 28(4), 709-723. https://doi.org/10.1108/APJML-09-2015-0143
Field A. 2000. Discovering statistics using SPSS for Windows. Thousand Oaks, USA: Sage Publication.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of marketing, 60(4), 7-18. https://doi.org/10.1177/002224299606000403
Giese, J. L., Malkewitz, K., Orth, U. R., Henderson, P. W. (2014). Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength. Journal of Business Research, 67(6), 1154-1161. http://dx.doi.org/10.1016/j.jbusres.2013.05.018
Gómez, M., Martín‐Consuegra, D., Díaz, E., Molina, A. (2018). Determinants and outcomes of price premium and loyalty: A food case study. Journal of Consumer Behaviour, 17(1), 64-74. https://doi.org/10.1002/cb.1692
Gul Gilal, N., Zhang, J., Gilal, F. G. (2018). Linking product design to consumer behavior: the moderating role of consumption experience. Psychology Research and Behavior Management, 11, 169-185. DOI: 10.2147/PRBM.S161384
Hamzaoui-Essoussi, L. (2010). Technological complexity and country-of-origin effects on binational product evaluation: Investigation in an emerging market. Journal of Global Marketing, 23(4), 306-320. https://doi.org/10.1080/08911762.2010.504520
Hsu, C. L., Chen, Y. C., Yang, T. N., Lin, W. K., Liu, Y. H. (2018). Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty. Information Technology & People, 31(3), 886-907. https://doi.org/10.1108/ITP-07-2017-0206
Jin, N., Line, N. D., Merkebu, J. (2016). The impact of brand prestige on trust, perceived risk, satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, 25(5), 523-546. https://doi.org/10.1080/19368623.2015.1063469
Jobber, D., Fahy, J. (2006). Foundations of marketing. New York: McGraw-Hill Inc.
Kaynak, E., Kucukemiroglu, O., Hyder, A. S. (2000). Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country. European Journal of Marketing, 34(9/10), 1221-1241. https://doi.org/10.1108/03090560010342610
Khan, H., Bamber, D., Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153
Kim, B., Kim, D. (2020). Attracted to or locked in? Explaining consumer loyalty toward Airbnb. Sustainability, 12(7), 1-19. DOI:10.3390/su12072814
Klimchuk, M., Krasovec, S. (2012). Packaging design. Hoboken, New Jersey: John Wiley and Sons, Inc.
Kotler, P., Rath, G. A. (1984). Design: A powerful but neglected strategic tool. The Journal of Business Strategy, 5(2), 16-21. http://dx.doi.org/10.1108/eb039054
Laroche, M., Papadopoulos, N., Heslop, L. A., Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
Lewis, B. R., Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour: An International Research Review, 5(1), 15-31. https://doi.org/10.1002/cb.46
Liefeld, J. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-96. DOI: 10.1002/cb.161
Maričić, B. (2011). Ponašanje potrošača, Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta.
Marinković, V. (2012). Marketinški aspekti satisfakcije i lojalnosti: Orijentacija na potrošače u savremenom bankarskom poslovanju, Kragujevac: Ekonomski fakultet.
Maguire, M. (2004). Does usability=attractiveness?. In: D. McDonagh., P. Hekkert., J. van Erp & D. Gyi (eds.), Design and emotion (pp. 303-307). London: Taylor & Francis Group.
Mothersbaugh, D. L., Hawkins, D. I. (2016). Consumer behavior: Building marketing strategy. New York: McGraw-Hill Inc.
Nagashima, A. (1970). A comparison os Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74. DOI: 10.2307/1250298
Nunnally, J. C. (1978). Introduction to psychological measurement, Ne York: McGraw-Hill Inc.
Nwiepe, N. M., Grend, M. D. (2019). Product Quality and Consumer Brand Loyalty: A Study of Manufacturing Firms. International Journal of Marketing and Communication Studies, 4(1), 1-11. Retreived September 25, 2020, from: https://iiardpub.org/journal/?j=IJMCS
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw‐Hill Inc.
Pegan, G., Vianelli, D., De Luca, P. (2020). International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice, Switzerland: Springer.
Pucik, V., Cho, H. (2005). Relationship between innovativeness, quality, growth, profitability and market value, Strategic Management Journal, 26(6), 555-575. DOI: 10.1002/smj.461
Rasheed, K. O. (2015). Product Package as Determinant of Brand Loyalty in Food and Beverages Ma rkets of Lagos State, Nigeria. American Journal of Marketing Research, 1(3), 150-157. Retreived October 05, 2020, from: http://files.aiscience.org/journal/article/html/70210022.html
Sohail, M. S., Sahin, O. G. (2010). Country-of-origin effects on consumers’ evaluations of automobiles: Perspectives from a developing nation. Journal of International Consumer Marketing, 22(3), 245-257. https://doi.org/10.1080/08961531003751058
Šadić, S., Puška, A., Beganović, A. (2016). Information support model and its impact on utility, satisfaction and loyalty of users. European Journal of Applied Economics, 13(2), 30-44. DOI: 10.5937/ejae13-10675
Šapić, S., Kocić, M., Radaković, K. (2018). The effect of a product's country of origin on the customer loyalty creation process. Teme, 42(4), 1297-1317. DOI: 10.22190/TEME1804297S
Wu, J., Fu, G. (2007). The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. Frontiers of Business Research in China, 1(3), 333-350. DOI: 10.1007%252Fs11782-007-0019-7
Adina, C., Gabriela, C., Roxana-Denisa, S. (2015). Country-of-origin effects on perceived brand positioning. Procedia Economics and Finance, 23(1), 422-427. DOI: 10.1016/S2212-5671(15)00383-4
Ahmed, S., Astous, A. (2008). Antecedents, moderators and dimensions of COO evaluations, International Marketing Review, 25(1), 75-106. http://dx.doi.org/10.1108/02651330810851890
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., Boon, L. C. (2004). Does country of origin matter for low‐involvement products? International marketing review, 21(1), 102-120. http://dx.doi.org/10.1108/02651330410522925
Antić, Lj., Stevanović, T. (2013). Kvalitet i vreme kao ključni faktori unapređenja konkurentnosti preduzeća, Teme, 37(1), 183-202. Retreived Otober 10, 2020, from: http://teme2.junis.ni.ac.rs/public/journals/1/previousissues/teme1-2013/teme1-2013.html
Bilkey, W., Nes, G. (1982). Country of origin effects on product evaluations, Journal of International Business Studies, 13(1), 89-99. DOI:10.1057/palgrave.jibs.8490539
Carbon, C., Leder, H. (2005). The Repeated Evaluation Technique (RET): A Method to Capture Dynamic Effects of Innovativeness and Attractiveness, Journal of Applied Cognitive Psychology, 19(5), 587-601. DOI: 10.1002/acp.1098
Chitturi, R. (2009). Emotions by design: A consumer perspective. International Journal of Design, 3(2), 7-17. Retreived September 28, 2020, from: http://www.ijdesign.org/index.php/IJDesign/article/view/577
Coudounaris, D. N. (2018). Mediation of product design and moderating effects of reference groups in the context of country-of-origin effect of a luxury brand. Review of International Business and Strategy, 28(2), 169-205. DOI: 10.1108/RIBS-05-2017-0044
Degoma, A., Shetemam, E. (2014). The Effect of Country of Origin Image on Purchase Intention: A Case Study on Bahir Dar University Instructors. Journal of Accounting & Marketing, 3(1), 1-5. DOI: 10.4172/2168-9601.1000109
Delgado-Ballester, E., Manuera-Aleman, J. L. (2001). Brand trust in the context of consumer loyalty. European journal of marketing, 35(11/12), 1238-1258. DOI:10.1108/EUM0000000006475
Diamantopoulos, A., Zeugner‐Roth, K. P. (2010). “Country of Origin“ as Brand Element. Wiley international encyclopedia of marketing, 6, https://doi.org/10.1002/9781444316568.wiem06004
Erdoğmuş, İ., Büdeyri‐Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399-417. https://doi.org/10.1108/13612021211265818
Esmaeilpour, F. (2015). The role of functional and symbolic brand associations on brand loyalty. Journal of Fashion Marketing and Management, 19(4), 467-484. https://doi.org/10.1108/JFMM-02-2015-0011
Esmaeilpour, F., Abdolvand, M. A. (2016). The impact of country-of-origin image on brand loyalty: evidence from Iran. Asia Pacific Journal of Marketing and Logistics, 28(4), 709-723. https://doi.org/10.1108/APJML-09-2015-0143
Field A. 2000. Discovering statistics using SPSS for Windows. Thousand Oaks, USA: Sage Publication.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of marketing, 60(4), 7-18. https://doi.org/10.1177/002224299606000403
Giese, J. L., Malkewitz, K., Orth, U. R., Henderson, P. W. (2014). Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength. Journal of Business Research, 67(6), 1154-1161. http://dx.doi.org/10.1016/j.jbusres.2013.05.018
Gómez, M., Martín‐Consuegra, D., Díaz, E., Molina, A. (2018). Determinants and outcomes of price premium and loyalty: A food case study. Journal of Consumer Behaviour, 17(1), 64-74. https://doi.org/10.1002/cb.1692
Gul Gilal, N., Zhang, J., Gilal, F. G. (2018). Linking product design to consumer behavior: the moderating role of consumption experience. Psychology Research and Behavior Management, 11, 169-185. DOI: 10.2147/PRBM.S161384
Hamzaoui-Essoussi, L. (2010). Technological complexity and country-of-origin effects on binational product evaluation: Investigation in an emerging market. Journal of Global Marketing, 23(4), 306-320. https://doi.org/10.1080/08911762.2010.504520
Hsu, C. L., Chen, Y. C., Yang, T. N., Lin, W. K., Liu, Y. H. (2018). Does product design matter? Exploring its influences in consumers’ psychological responses and brand loyalty. Information Technology & People, 31(3), 886-907. https://doi.org/10.1108/ITP-07-2017-0206
Jin, N., Line, N. D., Merkebu, J. (2016). The impact of brand prestige on trust, perceived risk, satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, 25(5), 523-546. https://doi.org/10.1080/19368623.2015.1063469
Jobber, D., Fahy, J. (2006). Foundations of marketing. New York: McGraw-Hill Inc.
Kaynak, E., Kucukemiroglu, O., Hyder, A. S. (2000). Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country. European Journal of Marketing, 34(9/10), 1221-1241. https://doi.org/10.1108/03090560010342610
Khan, H., Bamber, D., Quazi, A. (2012). Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market. Journal of Marketing Management, 28(9-10), 1190-1216. https://doi.org/10.1080/0267257X.2011.635153
Kim, B., Kim, D. (2020). Attracted to or locked in? Explaining consumer loyalty toward Airbnb. Sustainability, 12(7), 1-19. DOI:10.3390/su12072814
Klimchuk, M., Krasovec, S. (2012). Packaging design. Hoboken, New Jersey: John Wiley and Sons, Inc.
Kotler, P., Rath, G. A. (1984). Design: A powerful but neglected strategic tool. The Journal of Business Strategy, 5(2), 16-21. http://dx.doi.org/10.1108/eb039054
Laroche, M., Papadopoulos, N., Heslop, L. A., Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
Lewis, B. R., Soureli, M. (2006). The antecedents of consumer loyalty in retail banking. Journal of Consumer Behaviour: An International Research Review, 5(1), 15-31. https://doi.org/10.1002/cb.46
Liefeld, J. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-96. DOI: 10.1002/cb.161
Maričić, B. (2011). Ponašanje potrošača, Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta.
Marinković, V. (2012). Marketinški aspekti satisfakcije i lojalnosti: Orijentacija na potrošače u savremenom bankarskom poslovanju, Kragujevac: Ekonomski fakultet.
Maguire, M. (2004). Does usability=attractiveness?. In: D. McDonagh., P. Hekkert., J. van Erp & D. Gyi (eds.), Design and emotion (pp. 303-307). London: Taylor & Francis Group.
Mothersbaugh, D. L., Hawkins, D. I. (2016). Consumer behavior: Building marketing strategy. New York: McGraw-Hill Inc.
Nagashima, A. (1970). A comparison os Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74. DOI: 10.2307/1250298
Nunnally, J. C. (1978). Introduction to psychological measurement, Ne York: McGraw-Hill Inc.
Nwiepe, N. M., Grend, M. D. (2019). Product Quality and Consumer Brand Loyalty: A Study of Manufacturing Firms. International Journal of Marketing and Communication Studies, 4(1), 1-11. Retreived September 25, 2020, from: https://iiardpub.org/journal/?j=IJMCS
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw‐Hill Inc.
Pegan, G., Vianelli, D., De Luca, P. (2020). International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice, Switzerland: Springer.
Pucik, V., Cho, H. (2005). Relationship between innovativeness, quality, growth, profitability and market value, Strategic Management Journal, 26(6), 555-575. DOI: 10.1002/smj.461
Rasheed, K. O. (2015). Product Package as Determinant of Brand Loyalty in Food and Beverages Ma rkets of Lagos State, Nigeria. American Journal of Marketing Research, 1(3), 150-157. Retreived October 05, 2020, from: http://files.aiscience.org/journal/article/html/70210022.html
Sohail, M. S., Sahin, O. G. (2010). Country-of-origin effects on consumers’ evaluations of automobiles: Perspectives from a developing nation. Journal of International Consumer Marketing, 22(3), 245-257. https://doi.org/10.1080/08961531003751058
Šadić, S., Puška, A., Beganović, A. (2016). Information support model and its impact on utility, satisfaction and loyalty of users. European Journal of Applied Economics, 13(2), 30-44. DOI: 10.5937/ejae13-10675
Šapić, S., Kocić, M., Radaković, K. (2018). The effect of a product's country of origin on the customer loyalty creation process. Teme, 42(4), 1297-1317. DOI: 10.22190/TEME1804297S
Wu, J., Fu, G. (2007). The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. Frontiers of Business Research in China, 1(3), 333-350. DOI: 10.1007%252Fs11782-007-0019-7
Published
2021/04/08
Section
Original Scientific Paper
