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    Consumer knowledge and country of origin effects

    Schaefer, Anja (1997) Consumer knowledge and country of origin effects. European Journal of Marketing, 31 (1). pp. 56-72. ISSN 0309-0566

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    Country of origin effects on consumers’ evaluations of products have been of interest to researchers since the 1960s[1-4]. While it seems to be widely acknowledged today that country of origin has an impact on product evaluations[5], there is an ongoing debate concerning the magnitude of the effect, particularly in the presence of other extrinsic and intrinsic product information cues[6-9], and about the environmental[10-12] and individual factors[13-16] that may facilitate or inhibit reliance on country of origin. Consumer knowledge has been mentioned as one such individual factor in various publications[17-19]. However, relatively few publications have addressed the issue in detail, either conceptually or empirically. The purpose of this article, therefore, is to explore various dimensions of consumer knowledge as it relates to country of origin effects and then investigate how these dimensions of knowledge affect consumers’ use of country of origin in evaluating an alcoholic beverage, i.e. lager.

    Item Type: Article
    Keywords: Alcoholic drinks; Consumer behaviour; Country of origin; Product information;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 9900
    Identification Number:
    Depositing User: Anja Schaefer
    Date Deposited: 11 Sep 2018 10:32
    Journal or Publication Title: European Journal of Marketing
    Publisher: Emerald
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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