10-E: an Institutional Perspective of Country-Of-Origin and Its Effects on Consumer Purchase Preference

Shijiao Chen, University of Otago, New Zealand
Damien Mather, University of Otago, New Zealand
Hongzhi Gao, Victoria University of Wellington, New Zealand
John Knight, University of Otago, New Zealand
This paper conceptualizes country-of-origin (COO) cues as indicators of country institutions and tests the effect of COO cues on consumers’ perceptions and purchase preference in the Chinese food market. This paper includes a survey experiment and a choice modelling experiment, and offer implications for international marketing researchers and practitioners.
[ to cite ]:
Shijiao Chen, Damien Mather, Hongzhi Gao, and John Knight (2017) ,"10-E: an Institutional Perspective of Country-Of-Origin and Its Effects on Consumer Purchase Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.