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Country Of Origin, Animosity And Brand Perception

Author

Listed:
  • Adriana MANOLICĂ

    (Alexandru Ioan Cuza University of Iași, Romania)

  • Teodora ROMAN

    (Alexandru Ioan Cuza University of Iași, Romania)

  • Gabriel-Nicolae PĂDURARU

    (Alexandru Ioan Cuza University of Iași, Romania)

Abstract

The consumers’ perception regarding a product’s country of origin, which may sometimes include negative feelings towards that country, may influence their decision to choose or reject that product. The current research aims to identify the extent to which the country of origin affects the purchasing behaviour of the fuels distributed by the various foreign networks present on the local market in Iasi, Romania. We chose to look at this issue because no research has been done on this topic locally, although this issue of perceiving the brand in terms of a possible animosity towards its home country is of utmost importance. The research method is a quantitative one, conducted by online survey based on a questionnaire. The sample targeted for research is represented by Romanian persons located in Iasi who own a motor vehicle fuelled on a regular basis by themselves.

Suggested Citation

  • Adriana MANOLICĂ & Teodora ROMAN & Gabriel-Nicolae PĂDURARU, 2018. "Country Of Origin, Animosity And Brand Perception," EURINT, Centre for European Studies, Alexandru Ioan Cuza University, vol. 5, pages 88-102.
    • Handle: RePEc:jes:eurint:y:2018:v:5:p:88-102
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    References listed on IDEAS

    as
    1. Siew Meng Leong & Joseph A Cote & Swee Hoon Ang & Soo Jiuan Tan & Kwon Jung & Ah Keng Kau & Chanthika Pornpitakpan, 2008. "Understanding consumer animosity in an international crisis: nature, antecedents, and consequences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 996-1009, September.
    2. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
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