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The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers

Journal of Technology Management & Innovation

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Field Value
 
Title The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers
 
Creator Visbal, Olga
Herrera, Ketty
Orozco, Erick
Herzberg, Markus
 
Subject visual symbols, country of origin, Swiss symbols, product evaluation, product perception
 
Description This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimental conditions (products with Swiss symbols and products without Swiss symbols). One group of participants rated the packaging without a Swiss flag and the other one rated the same packaging with a Swiss flag. A semantic differential scale and the Self-Assessment Manikin (SAM) were used to assess attitudes toward the products. Results confirm that there are differences between the two independent groups and that nationality has an effect on product perception and evaluation. Visual symbols such as a country flag can lead to a better product perception and evaluation. Finally, implications for research are discussed.
 
Publisher Facultad de Economía y Negocios, Universidad Alberto Hurtado
 
Contributor —
 
Date 2017-07-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
 
Format application/pdf
 
Identifier http://www.jotmi.org/index.php/GT/article/view/2360
10.4067/S0718-27242017000200003
 
Source Journal of Technology Management & Innovation; Vol 12, No 2 (2017); 18-25
Journal of Technology Management & Innovation; Vol 12, No 2 (2017); 18-25
0718-2724
 
Language eng
 
Relation http://www.jotmi.org/index.php/GT/article/view/2360/1074
 
Rights Copyright (c) 2017 Journal of Technology Management & Innovation
http://creativecommons.org/licenses/by/4.0