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Country-Of-Origin Effects On Purchasing Domestic Products: The Case Of Romania

Author

Listed:
  • Roxana-Denisa STOENESCU

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Gabriela CĂPĂȚÎNĂ

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

Previous studies revealed that ethnocentric consumers are more willing to purchase a domestic product. Furthermore, country-of-origin has a direct impact on consumers’ decision to buy a product in such a manner that a positive country image can substitute other missing qualities of the product. On the other hand, a strong brand is not expected to compensate for a negative country-of-origin perception. Many brands rely on their home country as a warranty for quality and prestige, in order to gain consumers’ interest and attention. This paper examines the moderating role of variables such as perceived quality, ethnocentrism and familiarity in determining a consumer to buy a domestic product. Through exploratory research, this study aims to investigate to what extent Romania, as country-of-origin for its local products, influences consumers’ decision making process. The major contributions of the study consist of identifying the elements that play a role in consumers’ product evaluation based on the country-of-origin and to improve the understanding of country image effects on the buying intention.

Suggested Citation

  • Roxana-Denisa STOENESCU & Gabriela CĂPĂȚÎNĂ, 2015. "Country-Of-Origin Effects On Purchasing Domestic Products: The Case Of Romania," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 37-42, June.
    • Handle: RePEc:cmj:journl:y:2015:i:7:p:37-42
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    References listed on IDEAS

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    More about this item

    Keywords

    Country-of-Origin; Country image; Domestic products; Ethnocentrism; Buying intention;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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