Journal article
Evaluating The Effect of Country of Origin and the 'Made In the USA" Campaign: A Conjoint Approach
Journal of retailing, Vol.64(1), pp.85-100
04/01/1988
Abstract
Previous investigations of the effect of country of origin have been constrained by reliance on attitude and opinion surveys. Conjoint analysis is presented as an alternative method for the examination of this issue. An array of product attributes, including country of origin, are manipulated in a conjoint study that assesses consumer decision making before and after the introduction of a "Made in the USA" campaign. Contrary to previous findings, the study reveals that the impact of country of origin is rather small both before and after the initiation of the campaign. This discrepancy may be explained by differences between survey-based attitude research and the conjoint methodology. It is concluded that retailers should be cautious in using patriotic themes in promotions since their effectiveness has yet to be documented.
Details
- Title: Subtitle
- Evaluating The Effect of Country of Origin and the 'Made In the USA" Campaign: A Conjoint Approach
- Creators
- Richard EttensonJanet WagnerGary Gaeth
- Resource Type
- Journal article
- Publication Details
- Journal of retailing, Vol.64(1), pp.85-100
- ISSN
- 0022-4359
- eISSN
- 1873-3271
- Publisher
- Elsevier Limited
- Language
- English
- Date published
- 04/01/1988
- Academic Unit
- Marketing
- Record Identifier
- 9984963121602771
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