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    Do Demographics Have an Impact on Country of Origin Effects?


    Schaefer, Anja (1997) Do Demographics Have an Impact on Country of Origin Effects? Marketing Management, 13 (8). pp. 813-834. ISSN 1061-3846

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    Abstract

    The article discusses the potential impact of consumers' age, socioeconomic group, and sex on the magnitude of country of origin effects for lager and sparkling wine and presents the results of an empirical study into the subject. It is found that older consumers show stronger country of origin effects, which may be due to a generally stronger reliance of older people on broader mental categories, in order to compensate for a decrease in working memory. Socio-economic groups AB are found to show stronger country of origin effects for sparkling wine, whereas socio-economic groups C1C2 show stronger country of origin effects for lager. This may be related to relative differences in consumption patterns and expertise for the studied products between the two groups. Sex is not found to have any impact on the magnitude of country of origin effects in this study.

    Item Type: Article
    Keywords: Demographics; Impact; Country of Origin Effects;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 9899
    Identification Number: https://doi.org/10.1080/0267257X.1997.9964513
    Depositing User: Anja Schaefer
    Date Deposited: 11 Sep 2018 10:35
    Journal or Publication Title: Marketing Management
    Publisher: American Marketing Association Publications Group
    Refereed: Yes
    URI:

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