Country of Origin 1965-2004
COUNTRY-OF-ORIGIN 1965-2004: A LITERATURE REVIEW
Keith Dinnie
Version 2003
Accepted for Journal of Customer Behaviour
Copyright © 2003 Keith Dinnie. All rights reserved. Dr Keith Dinnie Temple University Japan 4-1-27 Mita, Minato-ku Tokyo 108-0073 Japan Email: dinnie@tuj.ac.jp Web: www.brandhorizons.com
1
Country-of-origin 1965-2004: A literature review
Introduction This paper reviews the country-of-origin literature and traces the conceptual development of the country-of-origin construct. In general terms, the value of literature reviews resides in their ability to provide scholars, students, and practitioners with a critical appraisal of the existing research on a topic. By classifying and evaluating the extant knowledge base of a particular area, a literature review not only delineates the major themes and issues in the field but also identifies and develops avenues for future research. In the specific context of the country-of-origin field, there is a high level of interest in researching the effects and impact of country-of-origin as an extrinsic product/service cue and therefore a review of the literature may be regarded as timely and useful. This level of interest may be attributed, at least in part, to increasing economic globalization which has resulted in the lowering of trade barriers between nations and the consequent availability of more foreign products and services across borders than ever before. In such circumstances, many products and services highlight their country-of-origin as a potential competitive differentiator in their respective markets. Country-of-origin thus represents an important area for consumer behaviour research and has attracted much attention by marketing scholars. This literature review identifies three main periods in the chronological development of country-of-origin research (see Table 1). The first period covers from 1965-1982, beginning with Schooler’s study of country-of-origin effects in the Central
Keith Dinnie
Version 2003
Accepted for Journal of Customer Behaviour
Copyright © 2003 Keith Dinnie. All rights reserved. Dr Keith Dinnie Temple University Japan 4-1-27 Mita, Minato-ku Tokyo 108-0073 Japan Email: dinnie@tuj.ac.jp Web: www.brandhorizons.com
1
Country-of-origin 1965-2004: A literature review
Introduction This paper reviews the country-of-origin literature and traces the conceptual development of the country-of-origin construct. In general terms, the value of literature reviews resides in their ability to provide scholars, students, and practitioners with a critical appraisal of the existing research on a topic. By classifying and evaluating the extant knowledge base of a particular area, a literature review not only delineates the major themes and issues in the field but also identifies and develops avenues for future research. In the specific context of the country-of-origin field, there is a high level of interest in researching the effects and impact of country-of-origin as an extrinsic product/service cue and therefore a review of the literature may be regarded as timely and useful. This level of interest may be attributed, at least in part, to increasing economic globalization which has resulted in the lowering of trade barriers between nations and the consequent availability of more foreign products and services across borders than ever before. In such circumstances, many products and services highlight their country-of-origin as a potential competitive differentiator in their respective markets. Country-of-origin thus represents an important area for consumer behaviour research and has attracted much attention by marketing scholars. This literature review identifies three main periods in the chronological development of country-of-origin research (see Table 1). The first period covers from 1965-1982, beginning with Schooler’s study of country-of-origin effects in the Central
References: Olsen, S.O. and Olsson, U.H. (2002) Zarkada-Fraser, A. and Fraser, C. (2002) Zhou, L. and Hui, M.K. (2003) Norway, Denmark, Iceland Australia, USA Canada