2013 Fiscal Year Final Research Report
International Research on the Country-of-Origin Effect in Marketing Communication
Project/Area Number |
23730418
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Research Category |
Grant-in-Aid for Young Scientists (B)
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Allocation Type | Multi-year Fund |
Research Field |
Commerce
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Research Institution | Yamanashi Gakuin University |
Principal Investigator |
HIDAKA Yuichiro 山梨学院大学, 現代ビジネス学部, 准教授 (90550335)
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Project Period (FY) |
2011 – 2013
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Keywords | 産地イメージ / 広告コミュニケーション / グローバル市場 / 関係性 |
Research Abstract |
The purposes of this research are to clarify, theoretically and empirically, the effect of the Country-of-Origin to the consumer product evaluations and purchase intentions, and the construction process of the Country-of-Origin, which affects consumer behavior. This research thinks primarily of the advertising communications in global market. The findings of this research are twofold. 1) The Country-of-Origin which has favorable images improves consumer product evaluations and purchase intentions only when the advertising contains strong message. And 2) the construction of made-In Images are situated with the relationship among various actors which involves in the project. Therefore, the relationship concept in marketing research would be suitable for understanding such a construction process.
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