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Title: Explaining the Product-Specificity of Country-of-Origin Effects : The Role of Typicality
Author: Tseng, Ting-Hsiang
ISNI:       0000 0004 2680 3338
Awarding Body: City University
Current Institution: City, University of London
Date of Award: 2008
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This research works to understand the various discrepancies in the acceptability of different products from a single country. The concept of product typicality holds promise for this direction. Specifically, this project is particularly interested in the role of typicality in COO effects. Additionally, this study focuses also on the role of typicality among ethnocentric consumer images toward domestic products and consumer attitudes toward disliked foreign products as well as the role of typicality among certain consumer-related and product-related contingent variables, such as the consumer need for variety, the consumer need for uniqueness, types of goods (necessity/luxury), and product category structure (super-ordinate/ subordinate). An extensive mix of a between- and within-subjects design experiment was used to test the key hypotheses in particular. The results suggest that product typicality can actually account for the discrepancies of COO effects across different products of a country. More typical products of a country can possess stronger COO images and get more favorable consumer attitudes. Further, different moderation effects of all the contingent variables on the effects of product typicality regarding COO provide researchers and marketers valuable insights into product-specific COO effects for different market targets. It is therefore recommended for researchers to use product typicality instead of general COO images to account for the varied effects across different products and for marketers to focus more on the differentiations of COO effects among industries.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available