Lyn S. Amine, Mike C.H. Chao, Mark J. Arnold, (2005). Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China. Journal of International Marketing: Vol. 13, No. 2, pp. 114-150.
doi: 10.1509/jimk.13.2.114.64855

Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China

Lyn S. Amine,

1. Professor of Marketing and International Business, Department of Marketing, Saint Louis University.

(e-mail:
)

1Mike C.H. Chao,

2. Doctoral candidate, Department of Marketing, Saint Louis University.

(e-mail:
)

2Mark J. Arnold

3. Associate Professor of Marketing, Department of Marketing, Saint Louis University.

(e-mail:
)

3



Abstract

The authors review relevant literature and present two new case studies—one of Taiwan's country image campaign and the other of Acer's entry into global markets—to gain a further understanding of two related constructs, country of origin (from the field of international marketing) and animosity (from the field of consumer behavior). The authors formulate four research propositions and discuss them in reference to the two case studies. They show how the Taiwanese government has used various marketing and advertising strategies to create a positive country image and how Acer has mitigated negative country-of-origin effects and animosity in world markets, especially in China.

Cited by

Wai Jin Lee, Ian Phau, Rajat Roy. (2012) Status and Nonstatus Consumers’ Attitudes toward Foreign and Domestic Luxury Brands of Underwear. Journal of International Consumer Marketing 24:1-2, 43-56
Online publication date: 1-Jan-2012.
CrossRef
Masud Chand, Rosalie L. Tung. (2011) Global competitiveness, consumer choice and ‘country of origin’ effect: an exploratory East–West study. Asia Pacific Business Review 17:3, 265-280
Online publication date: 1-Jul-2011.
CrossRef
Masud Chand, Rosalie L. Tung. (2011) Diaspora as the boundary-spanners: The role of trust in business facilitation. Journal of Trust Research 1:1, 107-129
Online publication date: 1-Apr-2011.
CrossRef
Piyush Sharma. (2011) Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies 42:2, 285-306
Online publication date: 1-Feb-2011.
CrossRef
Shintaro Okazaki, Barbara Mueller, Sandra Diehl. 2011. A Multicountry Advertising Research Framework: Lessons Learned from Testing Global Consumer Culture Positioning. , 73-96.
CrossRef
May O. Lwin, Andrea J. S. Stanaland, Jerome D. Williams. (2010) American Symbolism in Intercultural Communication: An Animosity/Ethnocentrism Perspective on Intergroup Relations and Consumer Attitudes. Journal of Communication 60:3, 491-514
Online publication date: 1-Sep-2010.
CrossRef
Charles A Funk, Jonathan D Arthurs, Len J Treviño, Jeff Joireman. (2010) Consumer animosity in the global value chain: The effect of international production shifts on willingness to purchase hybrid products. Journal of International Business Studies 41:4, 639-651
Online publication date: 1-May-2010.
CrossRef
Malcolm Smith, Qianpin Li. (2010) The Role of Occupation in an Integrated Boycott Model: A Cross-Regional Study in China. Journal of Global Marketing 23:2, 109-126
Online publication date: 16-Apr-2010.
CrossRef
Louise A. Heslop, John Nadeau, Norm O'Reilly. (2010) China and the Olympics: views of insiders and outsiders. International Marketing Review 27:4, 404-433
Online publication date: 1-Jan-2010.
CrossRef
Mohammad Ali Zolfagharian, Qin Sun. (2010) Country of origin, ethnocentrism and bicultural consumers: the case of Mexican Americans. Journal of Consumer Marketing 27:4, 345-357
Online publication date: 1-Jan-2010.
CrossRef
Yu-An Huang, Ian Phau, Chad Lin. (2010) Consumer animosity, economic hardship, and normative influence: How do they affect consumers' purchase intention?. European Journal of Marketing 44:7/8, 909-937
Online publication date: 1-Jan-2010.
CrossRef
Jean-Claude Usunier, Ghislaine Cestre. (2009) Further considerations on the relevance of country-of-origin research. European Management Review 5:4, 271-274
Online publication date: 1-Dec-2009.
CrossRef
Louise A. Heslop, Irene R. R. Lu, David Cray. (2009) Australian consumers' attitudes toward France a decade after nuclear testing: evidence of forgiveness. Journal of Consumer Behaviour 8:4, 192-210
Online publication date: 1-Jul-2009.
CrossRef
Hsiu-Li Chen. (2009) Effects of country variables on young generation's attitude towards American products: a multi-attribute perspective. Journal of Consumer Marketing 26:3, 143-154
Online publication date: 1-Jan-2009.
CrossRef
Johannes B. Berentzen, Christof Backhaus, Manuel Michaelis, Markus Blut, Dieter Ahlert. (2008) Does “Made in …” Also Apply to Services? An Empirical Assessment of the Country-of-Origin Effect in Service Settings. Journal of Relationship Marketing 7:4, 391-405
Online publication date: 8-Dec-2008.
CrossRef
Lyn Suzanne Amine. (2008) Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia. International Business Review 17:4, 402-422
Online publication date: 1-Aug-2008.
CrossRef
Peter Magnusson, Sarah M. Haas, Hongzin Zhao. (2008) A Branding Strategy for Emerging Market Firms Entering Developed Markets. Journal of International Consumer Marketing 20:3-4, 95-107
Online publication date: 11-Jun-2008.
CrossRef
Taewon Suh, Karen H. Smith. (2008) Attitude Toward Globalization and Country-of-Origin Evaluations: Toward a Dynamic Theory. Journal of Global Marketing 21:2, 127-139
Online publication date: 11-Jun-2008.
CrossRef
Manuel Michaelis, David M. Woisetschläger, Christof Backhaus, Dieter Ahlert. (2008) The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review 25:4, 404-422
Online publication date: 1-Jan-2008.
CrossRef
Louise A. Heslop, Irene R.R. Lu, David Cray. (2008) Modeling country image effects through an international crisis. International Marketing Review 25:4, 354-378
Online publication date: 1-Jan-2008.
CrossRef
Michael Chattalas, Thomas Kramer, Hirokazu Takada. (2008) The impact of national stereotypes on the country of origin effect: A conceptual framework. International Marketing Review 25:1, 54-74
Online publication date: 1-Jan-2008.
CrossRef
Dilek Zamantili Nayir, Serdar S. Durmusoglu. (2008) Country image in the context of European Union membership: the Turkish case. Journal of Management Development 27:7, 791-808
Online publication date: 1-Jan-2008.
CrossRef
Tien-Shang Lee, Feng-Fu Chen. (2008) Country image effect on Taiwanese consumers' willingness to buy from neighboring countries. International Journal of Commerce and Management 18:2, 166-183
Online publication date: 1-Jan-2008.
CrossRef
Jean-Claude Usunier. (2007) Relevance in business research: the case of country-of-origin research in marketing. European Management Review 3:1, 60-73
Online publication date: 1-Sep-2007.
CrossRef
Srdan Zdravkovic, Lyn S. Amine. (2007) Croatia: A country “created from God's tears”. Thunderbird International Business Review 49:4, 445-473
Online publication date: 1-Jul-2007.
CrossRef
Petra Riefler, Adamantios Diamantopoulos. (2007) Consumer animosity: a literature review and a reconsideration of its measurement. International Marketing Review 24:1, 87-119
Online publication date: 1-Jan-2007.
CrossRef