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Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

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Decision support for global marketing strategies: the effect of country of origin on product evaluation


Document Information:
Title:Decision support for global marketing strategies: the effect of country of origin on product evaluation
Author(s):Masood A. Badri, (Associate Professor of Management and Assistant Deputy Vice-Chancellor for Academic Affairs at United Arab Emirates University, Faculty of Economics & Administrative Sciences, PO Box 17555, Al-Ain, United Arab Emirates.), Donald L. Davis, (Professor, Management Information Systems Department, College of Business Administration, University of Southern Mississippi, Hattiesburg, Mississippi, USA.), Donna F. Davis, (Associate Professor, Management Information Systems Department, College of Business Administration, University of Southern Mississippi, Hattiesburg, Mississippi, USA.)
Citation:Masood A. Badri, Donald L. Davis, Donna F. Davis, (1995) "Decision support for global marketing strategies: the effect of country of origin on product evaluation", Journal of Product & Brand Management, Vol. 4 Iss: 5, pp.49 - 64
Keywords:Arab countries, Brand names, Consumer behaviour, Country of origin, Marketing strategy
Article type:Research paper
DOI:10.1108/10610429510103827 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Due to increasing global competition, the issue of country-of-origin has received a great deal of attention recently. Examines country-of-origin image stereotyping by businesspeople in the Gulf States of the Middle East. Assesses the attitude of businesspeople toward various products of seven countries: the USA, Japan, Germany, England, France, Italy and Taiwan, that are the most active in the Gulf States. To develop effective global marketing strategies, firms require decisionmaking support in the form of information about the perception of their products in the international markets. The study found that country-of-origin stereotyping is present in the Gulf States market. The study provided evidence that “Made in the USA, Japan, and Germany” clearly emerged as most favoured countries of origin. In addition, the image of English products trailed behind products from other European countries except Italy. Profile differences were analyzed statistically. Age, education, sex, and income level were variously related to consumers' attitudes to products made in different countries.



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