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1.2a Brand Equity and Country-of-Origin Effects on Consumer Evaluations: Leveraging Data to Explore the Role of Country Image and Brand Familiarity on Amazon Product Reviews
Abstract
As globalization accelerates transatlantic trade, both developing and developed countries are experiencing an entry of more foreign products simultaneous to rising exports. Against the backdrop of a progressively fluid marketplace, the question of how a product’s country-of-origin (COO) influences consumer judgement has propelled in significance. Although the consequences of country-of-origin effects have received robust attention in extant literature, few studies have reproduced the results on e-commerce platforms, which are rapidly replacing conventional brick-and-mortar retailers. In this study, the authors explore the extent to which origin effects influence consumer perceptions on Amazon, the world’s largest online retailer, by investigating (1) how Amazon consumers rate products based on country-of-origin cues, such as level of economic prosperity, (2) if brands from developed countries perceived as more familiar than those from developing countries and (3) how ratings for developing countries have changed over time through time series analysis on e-commerce products hailing from economically developing nations.
First & Corresponding Author
Kathy Tian, University of Illinois
Authors in the order to be printed.
Kathy Tian, University of Illinois; Mike Yao, University of Illinois