Re-imagining the country-of-origin effect : a promulgation approach. / Andéhn, Mikael; L'Espoir Decosta, Patrick.

In: Journal of Product and Brand Management, Vol. 27, No. 7, 2018, p. 884-896.

Research output: Contribution to journalArticlepeer-review

Published

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Re-imagining the country-of-origin effect : a promulgation approach. / Andéhn, Mikael; L'Espoir Decosta, Patrick.

In: Journal of Product and Brand Management, Vol. 27, No. 7, 2018, p. 884-896.

Research output: Contribution to journalArticlepeer-review

Harvard

Andéhn, M & L'Espoir Decosta, P 2018, 'Re-imagining the country-of-origin effect: a promulgation approach', Journal of Product and Brand Management, vol. 27, no. 7, pp. 884-896. https://doi.org/10.1108/JPBM-11-2017-1666

APA

Andéhn, M., & L'Espoir Decosta, P. (2018). Re-imagining the country-of-origin effect: a promulgation approach. Journal of Product and Brand Management, 27(7), 884-896. https://doi.org/10.1108/JPBM-11-2017-1666

Vancouver

Andéhn M, L'Espoir Decosta P. Re-imagining the country-of-origin effect: a promulgation approach. Journal of Product and Brand Management. 2018;27(7):884-896. https://doi.org/10.1108/JPBM-11-2017-1666

Author

Andéhn, Mikael ; L'Espoir Decosta, Patrick. / Re-imagining the country-of-origin effect : a promulgation approach. In: Journal of Product and Brand Management. 2018 ; Vol. 27, No. 7. pp. 884-896.

BibTeX

@article{2f17a2cf006140c0a531415e6374196d,
title = "Re-imagining the country-of-origin effect: a promulgation approach",
abstract = "The country-of-origin effect (COO) has, as a research domain, suffered from several theoretical and methodological problems and tendencies including an incomplete conceptualization of its constituent components. The objectives of this conceptual study are to first problematize the concept in extant literature and to consequently propose a reconceptualization of the concept.As part of lateral promulgation, we employ theoretical and methodological ideas from other disciplines such as psychology, ethnography and geography to problematize the present conceptualization of COO in extant literature to reveal research possibilities relevant to, but underrepresented or absent in, COO research.This paper identifies several central theoretical and methodological problems and reveals that (1) COO is not necessarily linear and alternative modes of engagement with consumption need to be considered; (2) many of these problems can be addressed by alternative methodologies; and (3) COO operates at the level of symbolic orders that require a further engagement with the role of place in human experience.The findings suggest that in future research (1) field experiments be considered to resolve some of the methodological artefacts that have hampered past research; (2) qualitative methods be applied to uncover unexpected uses of place association beyond being mere quality proxies; and (3) alternative areas of relevance, such as macro-level trade and exports from emerging economies, be entertained.The paper's approach to problematizing and refining extant knowledge enable it to promulgate new knowledge and research directions for a research area that has historically suffered from a tendency to be self-referential.",
author = "Mikael And{\'e}hn and {L'Espoir Decosta}, Patrick",
year = "2018",
doi = "10.1108/JPBM-11-2017-1666",
language = "English",
volume = "27",
pages = "884--896",
journal = "Journal of Product and Brand Management",
issn = "1061-0421",
publisher = "Emerald Group Publishing Ltd.",
number = "7",

}

RIS

TY - JOUR

T1 - Re-imagining the country-of-origin effect

T2 - a promulgation approach

AU - Andéhn, Mikael

AU - L'Espoir Decosta, Patrick

PY - 2018

Y1 - 2018

N2 - The country-of-origin effect (COO) has, as a research domain, suffered from several theoretical and methodological problems and tendencies including an incomplete conceptualization of its constituent components. The objectives of this conceptual study are to first problematize the concept in extant literature and to consequently propose a reconceptualization of the concept.As part of lateral promulgation, we employ theoretical and methodological ideas from other disciplines such as psychology, ethnography and geography to problematize the present conceptualization of COO in extant literature to reveal research possibilities relevant to, but underrepresented or absent in, COO research.This paper identifies several central theoretical and methodological problems and reveals that (1) COO is not necessarily linear and alternative modes of engagement with consumption need to be considered; (2) many of these problems can be addressed by alternative methodologies; and (3) COO operates at the level of symbolic orders that require a further engagement with the role of place in human experience.The findings suggest that in future research (1) field experiments be considered to resolve some of the methodological artefacts that have hampered past research; (2) qualitative methods be applied to uncover unexpected uses of place association beyond being mere quality proxies; and (3) alternative areas of relevance, such as macro-level trade and exports from emerging economies, be entertained.The paper's approach to problematizing and refining extant knowledge enable it to promulgate new knowledge and research directions for a research area that has historically suffered from a tendency to be self-referential.

AB - The country-of-origin effect (COO) has, as a research domain, suffered from several theoretical and methodological problems and tendencies including an incomplete conceptualization of its constituent components. The objectives of this conceptual study are to first problematize the concept in extant literature and to consequently propose a reconceptualization of the concept.As part of lateral promulgation, we employ theoretical and methodological ideas from other disciplines such as psychology, ethnography and geography to problematize the present conceptualization of COO in extant literature to reveal research possibilities relevant to, but underrepresented or absent in, COO research.This paper identifies several central theoretical and methodological problems and reveals that (1) COO is not necessarily linear and alternative modes of engagement with consumption need to be considered; (2) many of these problems can be addressed by alternative methodologies; and (3) COO operates at the level of symbolic orders that require a further engagement with the role of place in human experience.The findings suggest that in future research (1) field experiments be considered to resolve some of the methodological artefacts that have hampered past research; (2) qualitative methods be applied to uncover unexpected uses of place association beyond being mere quality proxies; and (3) alternative areas of relevance, such as macro-level trade and exports from emerging economies, be entertained.The paper's approach to problematizing and refining extant knowledge enable it to promulgate new knowledge and research directions for a research area that has historically suffered from a tendency to be self-referential.

U2 - 10.1108/JPBM-11-2017-1666

DO - 10.1108/JPBM-11-2017-1666

M3 - Article

VL - 27

SP - 884

EP - 896

JO - Journal of Product and Brand Management

JF - Journal of Product and Brand Management

SN - 1061-0421

IS - 7

ER -