• International Commerce and Information Review
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• v.18 no.1
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• pp.131-150
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• 2016

Recently, as most companies are getting globalized, global sourcing of raw materials are also provided actively. Since each country has different, strict and complex rules-of-origins, importance of COO(country-of-origin) is increasing more and more. This study was surveyed with 127 manufacturing companies in South Korea. The purpose of this study is to verify the effect relationship how brand equity and COO capacity impact on the COO performance. The research hypothesis and model was derived from the basis of existing theory and empirical research, and obtained the following results. Firstly, brand equity of the COO showed positive (+) effect on the COO information capacity and product brand equity showed positive (+) effect on the COO management capacity. Secondly, the COO information capacity showed positive (+) effect on the COO management capacity. Lastly, product brand equity and the COO information capacity showed positive (+) effect on the COO performance. This study is differentiated from previous research information by empirically evaluating the relationship between the brand equity and the COO. This study contributed to academic by examining the research on the COO management in South Korea and also practically suggested the direction how manufacturing company in South Korea is to take the advantage of the brand equity and the COO capacity.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.455-466
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• 2020

The purpose of the paper is to explore the country-of-origin (COO) influence on the buying decisions of the United Arab Emirates (UAE) consumers. The collected data from 370 consumers were summarized and coded by using Software R Studio and Microsoft Excel. The independent variables were analyzed and tested for their significant impact on the dependent variable, final buying decision of the product/service based on its country of origin. The selected hypotheses tested by administering the Kruskal-Wallis (K-W) hypothesis testing technique. The researchers identified that UAE consumers buying decisions influenced mainly by the country of origin of the products and services. The demographic variables like age, education, country of origin influential factors, country of choice was not displaying any significant impact on the buying decisions of consumers. The survey is limited to cover the general consumers of the country who are randomly selected from Dubai and Sharjah emirates. The study is beneficial to all the types of marketers, including domestic and international companies, who have plans to know the exact influence on consumers' buying decisions. The present research paper is original and provides empirical evidence on the country of origin's impact on the buying decisions of different products/services in the UAE.

• Journal of Korea Trade
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• v.25 no.6
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• pp.20-33
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• 2021

Purpose - The growth in consumers' online shopping has even been accelerated by the COVID-19 pandemic. While the purchase can be made from any countries online, the purpose is to examine the effect of the country of the online retailer (COOR) on consumers' perceived risk and purchase motivation, focusing on the retailer not on the brand. Design/methodology - Survey data from online shoppers are analized using the structural equation model. Findings - COOR, like COO of the brand manufacturer, positively affect consumer's purchase intension. First, the images and the perceived psychic distances of the COOR affects both perceived risk and purchase confidence. Secondly, this perceived risk and confidence they put on the transaction then affect the purchase intension of the consumer. Originality/value - We show that the quality of the signal comes not only from the manufacturer-branded product item itself with a certain COO, but also from the retailer who carries it.

• CRM연구
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• v.3 no.1
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• pp.1-17
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• 2010

When the marketer wants to execute the sport sponsorship, he(she) has to consider the numerous intervening variables for the effective results. This study illuminates the relationship between these kind of intervening variables of brand origin, familarity, and consume's ethnocentric delinquencies to the sponsorship attitude. The result shows according to the country origin of brand, the consumer's perception of the attitude to the sponsor brand is changed. That is the more positive of the consumer perceive to the brand origin, the more positive to the sponsoring brand attitude. That means the consumer can judge the pro or con of that kind of sponsorship through the mental accounting. But the consumer believes the global sponsorship helps the sport team. The second result shows that the familiarity toward COO(country of brand origin) affects to the sport sponsorship positively. The subjects respond that when the sponsor COO is not so familiar to them, they can discount the sponsor effect of sponsorship. The third result is that there is litter influence of ethnocentrism of sport sponsorship.

• Journal of Distribution Science
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• v.13 no.6
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• pp.45-70
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• 2015

Purpose - This study's purpose is to examine the effects of the country-of-origin antecedents on overall attitudes and the impact of overall attitudes on satisfaction and loyalty. Research design, data, and methodology - This study provides useful insights into international female purchasing behavior in the cosmetic industry in South Korea. This study explores the elements of country-of-origin antecedents, (cultural interest, perception of brand image, perception of fashion, perception of product quality, perception of price, and perception of advertising), on overall attitudes as well as the effect of overall attitudes on satisfaction and loyalty. Results - The results show that the effects of such antecedents are significant. Additionally, the effect of overall attitudes on satisfaction and of satisfaction on loyalty were significant. Conclusions - The findings of this study provide some important practical implications. First, with customer brand awareness growing along with products standards, considering the concepts points of parities and points of differences, the Korean cosmetic industry should try to establish brand associations with natural organic ingredients in its cosmetic items, distinguishing them from the majority of non-Korean brands.

• Korea Trade Review
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• v.47 no.4
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• pp.161-176
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• 2022

Most companies are achieving economic benefits by producing products in the form of bi-national products, but there are also negative consequences such as reduced brand power, so strategic bi-national product planning and branding is essential. In order to actively reflect these practical needs, this study conducted a comprehensive and easy-to-generalize evaluation of Bi-national products that has been somewhat underdeveloped in previous studies. To this end, the selection and evaluation criteria of the products to be investigated were differentiated. This is to classify the products by place of use and the purpose of use so that the majority of bi-national products can be included, and then use the combination to derive the specific products to be evaluated for bi-national products. The evaluation of the product identified the phenomenon of psychological conflict among consumers due to the country of origin discrepancy at the level of decreasing brand authenticity. The above research design is an evaluation method that can encompass bi-national products as a whole, rather than an evaluation of a specific product or product line that is mainly reported in previous studies, and it is also very easy to apply to practice because it allows us to more carefully identify changes in psychological attitudes.

• CRM연구
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• v.3 no.2
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• pp.69-88
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• 2010

This comparative study conducted to examine the differences between Korean and Chinese consumers. The specific goals of the study were as follows; First, It was to investigate the influences of COO(Country of Origin) image on the customer…s buying intention through the brand association knowledge. It is also aimed at analyzing the moderating effects of consumer's ethnocentrism on the influence of brand association knowledge on the buying intention. To test the hypotheses, 117 questionnaires were collected from university students in Korea and 119 questionnaires did from China and put to the test with SPSS 17.0 and AMOS 7.0. The results indicated the followings: For consumers in both countries, the COO image had not influences on the buying intention. For Korean consumers the COO image had positive impacts on the brand association knowledge, which in turn had positive impacts on the buying intention. For Chinese consumer, COO image did not have influences on the brand association knowledge, but the brand association knowledge had positive impact on the buying intention. In addition, the consumer's ethnocentrism had moderating effects on the influences of the brand association knowledge on the buying intention.

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• East Asian Economic Review
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• v.23 no.1
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• pp.3-26
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• 2019

This study investigates the effect of high-skilled inventor emigration rate on growth rate of the country of origin (COO). Inventor emigrants represent the human capital that can generate highly innovative work. The social network they form spurs knowledge diffusion and technology transfer back to their COOs, which in turn affects innovation and growth in their home countries. We run dynamic panel estimation for 154 countries during 1990-2011, and empirically show that a positive and statistically significant effect exists for the interaction of inventor emigration and trade. The result indicates that the direct negative impact of the brain drain can be mitigated by the positive feedback effect generated by the high-skilled inventor emigrants abroad. When coupled with an active trade policy that reinforces growth, countries can partially recoup the direct effect of the human capital loss. We stress the importance of international trade for successful technology transfer to occur, and offer insights for policies that can utilize the benefits of the rich social network of their high-skilled emigrants.