A study on exploring the determinants of country-of-origin effect-based brand avoidance
by Ajay Singh Chandel; Punam Mishra
International Journal of Sustainable Society (IJSSOC), Vol. 14, No. 4, 2022

Abstract: Country-of-origin effect is a significant factor that marketers must keep in mind while introducing a product in a foreign country. The country-of-origin effect, commonly known as the made-in image effect or ethnic group bias, is a psychosomatic outcome explaining how perceptions, attitudes and buying decisions of consumers are affected by country-of-origin and, if negative, may lead to country-of-origin effect-based brand avoidance. Country-of-origin-based brand avoidance is a phenomenon of consciously rejecting a brand based on the consumers' evaluation of the country-of-origin. The study was conducted to explore the determinants of country-of-origin effect-based brand avoidance and to find out the factors most predictive of the phenomenon. The study concludes with clear academic and managerial implications.

Online publication date: Tue, 03-Jan-2023

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