‘Country-of-Origin’ effect and online purchase environment: Outlining the need for research
Journal Title: Journal of Management Research and Analysis - Year 2018, Vol 5, Issue 4
Abstract
Globalisation has provided organisations with a market platform where brands are available to consumers worldwide thereby bringing out the importance of countryoforigin into the spotlight The opening of international marketplace has created a new landscape and placed the countryof origin factor as an appealing area of research It is a fact that unlike brand or corporate image country image is an influential but uncontrollable element of marketing strategy especially for the firms that are taking their initial step to go global For this reason countryoforigin COO and its effect on buyers purchase behaviour has attracted significant research attention over the past years The need to understand and examine countryoforigin effect has become all the more pronounced with the shift in focus from offline to online ecommerce It is in this backdrop that the present review paper seeks to provide a comprehensive understanding of the linkage between countryoforigin effect and consumer decision making specifically in the context of online purchase environment In addition to contributing to the existing body of literature the insights from the present work would provide useful learning to international marketers with respect to the use of countryoforigin information in the age of online purchases Keywords Countryoforigin Ecommerce Consumer decision making Online purchase environment
Authors and Affiliations
Garima Gupta, Abhimanyu Verma
Keywords
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- EP ID EP514320
- DOI 10.18231/2394-2770.2018.0077
- Views 85
- Downloads 0
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