I use it but will Tell you that I Don't: Consumers’ Country-of-Origin Cue usage Denial

Volume: 25, Issue: 2, Pages: 52 - 71
Published: Jun 1, 2017
Abstract
Despite extensive evidence that a brand's country-of-origin (COO) affects consumers’ brand evaluations and behavioral intentions, consumers are often reluctant to admit this influence. Challenging the proclaimed irrelevance of the COO concept, the present study assesses the phenomenon of COO cue usage denial, an unconscious defense mechanism that consumers apply to maintain an acceptable self-image. Drawing on self-affirmation theory and based...
Paper Details
Title
I use it but will Tell you that I Don't: Consumers’ Country-of-Origin Cue usage Denial
Published Date
Jun 1, 2017
Volume
25
Issue
2
Pages
52 - 71
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