Country of origin effects on consumer evaluation of hedonic vs. utilitarian products: a personal values based perspective

Rodrigo, Padmali and Khan, Hina (2014) Country of origin effects on consumer evaluation of hedonic vs. utilitarian products: a personal values based perspective. In: 47th Academy of Marketing Conference: Marketing dimensions: People, places and spaces, 7-10th July 2014, Bournemouth University, Bournemouth, UK.

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Abstract

Research on the issue of COO is one of the most researched and discussed aspects in the field of international marketing and consumer behaviour (Samiee, 2010; 2011; Usunier and Cestre, 2007; Usunier , 2006; Zeugner-Roth and Diamantopoulos, 2009). Nevertheless, Samiee (2010), Samiee and Leonidou (2011) and Usunier (2011) have argued that in the era of globalisation, the COO cue has become largely irrelevant. Furthermore, COO research has also been criticised for its atheoritic nature, use of student samples, and lack of identification of COO sensitive segments (Samiee, 2010; Samiee and Leonidou, 2011). Thus, the present study integrated the means-end – chain theory (MEC) developed by Gutman (1982), which suggests consumers perceive products as a mean through which they can achieve their desired end goals (personal values) to investigate COO effects on elite Sri Lankan consumers attitudes and purchase intentions towards hedonic versus utilitarian products. The conceptual framework was developed by using the three key elements of the MEC theory, namely product attributes, consequences and values.

Item Type: Conference or Workshop Item (Paper)
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Related URLs:
Depositing User: John Coen
Date Deposited: 21 Apr 2020 08:58
Last Modified: 21 Apr 2020 09:00
URI: http://nrl.northumbria.ac.uk/id/eprint/42842

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