REVIEWING THE IMPACT OF COUNTRY-OF-ORIGIN ON CONSUMER PURCHASE INTENTION : THE ROLE OF CELEBRITY ENDORSEMENT IN EXISTING LITERATURE
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Shanzara Khan(1)
Department of Management, Faculty of Social Sciences, University of the West Indies, St. Augustine Campus
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Satesh Sookhai(2*)
Department of Management, Faculty of Social Sciences, University of the West Indies, St. Augustine Campus
(*) Corresponding Author
Keywords:
Country-of-Origin, Consumer Purchase Intention, Repeat Purchase Intention, Celebrity Endorsement
Abstract
This paper explores the effect of country of origin on consumer purchase and repeat purchase intention. The moderating impact of celebrity endorsement will also be explored. This research took on a theoretical approach using over twenty-five (25) articles covering country of origin, purchase intention, and celebrity endorsement. Country-of-origin (COO) effects, namely cognitive, affective, and normative, alongside culture and consumer ethnocentrism, impact a consumer’s purchase intention. Consumers consider the specific effects of a product’s country of origin before purchasing a product, and international marketers must understand these. Research on repeat purchase intention shows no relationship with the country of origin as consumers are historically and sometimes emotionally tied to a product; therefore, they automatically purchase it without giving much thought to its country of origin. This study contributes to the existing literature while adding celebrity endorsement as an external variable. Thus, another important finding is how the theoretical theories of celebrity endorsement, namely, the source credibility model, the source attractiveness model, the match-up hypothesis, and the meaning transfer model, moderate the relationship between the COO effect and purchase and repeat purchase intention.
Keywords: Country-of-Origin; Consumer Purchase Intention; Repeat Purchase Intention; Celebrity Endorsement
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References
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Anwar, S., Yasin, S., Iqbal, A., and Sajid, M. (2013). Country-of-origin Impact on Brand Perception, European Journal of Business, 5(8), 199-209.
Bahng, Y. and Kincade, D. (2014). “Retail buyer segmentation based on the use of assortment decision factors,” Journal of Retailing and Consumer Services, Vol. 21 No. 4, pp. 643-652.
Bergkvist, et al., (2015). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. Page 171-184.
Boonpattarakan, A. (2012). “An experimental design to test the main and interaction effects of CSR involvement, brand naming, and pricing on purchase intentions in Thailand,” International Journal of Business and Management, Vol. 7 No. 16, pp. 62-79.
Brodie, R.J., Benson-Rea, M. (2016). Country of origin branding: an integrative perspective, Journal of Product and Brand Management, Vol. 25, No. 4, pp. 322–336.
Brodowsky, G. H., Tan, J., & Meilich, O. (2004). Managing country-of-origin choices: Competitive advantages and opportunities. International Business Review, 13(6), 729–748. https://doi.org/10.1016/j.ibusrev.2004.05.005
Chailan, C., Ille, F. (2015). Branding from emerging countries: how to compete internationally? Critical Perspectives on International Business, Vol. 11, No. 1, pp. 54–71.
Chang, C. (2004). Country of origin as a heuristic cue: The effects of message ambiguity and product involvement. Media Psychology, 6(2), 169–192. https://doi.org/10.1207/s1532785xmep0602_3
Charles, R. N., & Nardi, N. K. (2015). Brand endorsement and COO: An exploration of the value of multicultural celebrity brand endorsers. The Journal of Business Diversity, 15(2), 102.
Chen, L. S. L., Wu, Y. J., & Chen, W. C. (2011). Relationship between the country of origin, brand experience, and brand equity: The moderating effect of automobile country.
Chen, Y., Su, Y. (2012). Do country-of-manufacture and country-of-design matter to industrial brand equity? Journal of Business and Industrial Marketing, Vol. 27, No. 1, pp. 57–68.
Desmarais, F. (2014). Global issues in selecting athlete endorsers for national markets: A macro investigation. Journal of Global Marketing, 27(5), 308–318.
Dolbec, P.Y. and Chebat, J.C. (2013). “The impact of a flagship vs. a brand store on brand attitude, brand attachment, and brand equity,” Journal of Retailing, Vol. 89 No. 4, pp. 460-466.
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651–662.
Fong, C.-M., Chun-Ling, L. and Yunzhou, D. (2014). “Consumer animosity, country of origin, and foreign entry-mode choice: a cross-country investigation,” Journal of International Marketing, Vol. 22 No. 1, pp. 62-76.
Gill, T., & Lei, J. (2018). Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them. Psychology & Marketing, 35(7), 493-510.
Goh, S., Jiang, N., Hak, M. & Tee, P. (2016). Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction. International Review of Management and Marketing, 6(4), 993-1004.
Herz, M.F. and Diamantopoulos, A. (2013). “Activation of country stereotypes: automatically, consonance, and impact,” Journal of the Academy of Marketing Science, Vol. 41 No. 4, pp. 400-417.
Hilman, H., Abd-Ghani, N. H., & Hanaysha, J. (2013). Relationship Quality as a Strategic Tool in Today’s Turbulent Business. Australian Journal of Basic and Applied Sciences, 7(14), 478–787.
Hinkes, Cordula, and Birgit Schulze-Ehlers. "Consumer attitudes and preferences towards pangasius and tilapia: The role of sustainability certification and the country of origin." Appetite 127 (2018): 171-181.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68–75.
Hui, M. K., & Zhou, L. (2002). Linking product evaluations and purchase intention for country-of-origin effects. Journal of Global Marketing, 15(3–4), 95–116. https://doi.org/10.1300/J042v15n03_06
Ilicic, J., & Webster, C. M. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal, 18(2), 164–187.
Jamil, R. A., & ul Hassan, S. R. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study. Journal of Management Info, 4(1), 1–23.
Josiassen, A., Assaf, G., and Karpen, I. O., (2013). Consumer Ethnocentrism and Willingness to Buy: Analyzing The Role of Three Demographic Consumer Characteristics. International Marketing Review, 28, 627-646.
Josiassen, A., Lukas, B. A., Whitwell, G. J., & Assaf, A. G. (2013). The halo model of origin images: conceptualization and initial empirical test. Journal of Consumer Behaviour, Vol. 12 No. 4, pp. 253-266.
Khaniwale, M. (2015). Consumer Buying Behavior. International Journal of Innovation and Scientific Research, 14(2), 278–286.
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta‐analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.
Kotler, P. & Armstrong, G. (2016). Principles of Marketing. Global Edition, 16th ed, Pearson
Kuo, Y., Hu, T. & Yang, S. (2013). Effects of inertia and satisfaction in female online shoppers on repeat purchase intention. Managing Service Quality: An International Journal, 23(3), 168-187.
Lars, B.; K.Q. Zhou. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising 35, No. 4 642-663.
Lee, R., & Lockshin, L. (2011). Halo effects of tourists’ destination image on domestic product perceptions. Australasian Marketing Journal, 19(1), 7–13. https://doi.org/10.1016/j.ausmj.2010.11.001
Lew, S. and Sulaiman, Z. (2013). Consumer Purchase Intention towards Products Made in Malaysia vs. Made in China: A Conceptual Paper, Procedia-Social Behavioral Sciences 130 (2014), 37-45.
Li, C.-Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29(1), 264–275.
Lim, W. M. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: Some evidence from online group buying. Journal of Computer Information Systems, 55(4), 81–89. https://doi.org/10.1080/08874417.2015.11645751
Lu, Q., & Seah, Z. Y. (2018). Social media influencers and consumer online engagement management. In F. DiVirgilio (Ed.), Social media for knowledge management applications in modern organizations. (pp. 81–91). Hershey, PA: IGI Global.
Magnusson, P., & Westjohn, S. (2012). Is there a country-of-origin theory? Handbook of Research in International Marketing, (2), 292-316.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research 16 (December): pp. 310–21.
Meshreki, H., Ennew, C., & Mourad, M. M. (2018). A comparative analysis of dimensions of COO and animosity on industrial buyers’ attitudes and intentions. Journal of Product & Brand Management, 27(7), 832–846. https://doi.org/10.1108/JPBM-09-2017-1591
Munnukka, J.,Uusitalo,O.,&Toivonen,H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192.
Parkvithee, N., & Miranda, M. J. (2012). The interaction effect of country-of-origin, brand equity, and purchase involvement on consumer purchase intentions of clothing labels. Asia Pacific Journal of Marketing and Logistics, 24(1), 7-22.
Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31–60. https://doi.org/10.1300/J042v15n02_03
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–Brand–User personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473.
Purohit, S., & Arora, N. (2022). The social influence in celebrity endorsed promotions: Revisiting the consumer perspective. Journal of Promotion Management, 28(8), 1257–1279. https://doi.org/10.1080/10496491.2022.2031833
Rambocas, M., & Mahabir, J. M. (2021). The effects of consumers’ cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago. Journal of Fashion Marketing and Management: An International Journal, 25(4), 644–664.
https://doi.org/10.1108/JFMM-09-2020-0192
Rambocas, M., & Ramsubhag, A. X. (2018). The moderating role of country of origin on brand equity, repeat purchase intentions, and word of mouth in Trinidad and Tobago. Journal of Global Marketing, 31(1), 42–55.
https://doi.org/10.1080/08911762.2017.1381146
Rezvani, S. D. (2012). A conceptual study on the Country-of-Origin Effect on Consumer Purchase Intention. Journal of Social Science, 8(12).
Roy, S., and Shilpa B. (2015). “The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity.” Journal of Global Marketing 28, no. 3-5 (2015): 133–51.
Samu, S., & Wymer, W. (2014). Cause marketing communications: Consumer inference on attitudes towards brand and cause. European Journal of Marketing, 48(7/ 8), 1333–1353.
Sarkis-Onofre, R., Catalá-López, F., Aromataris, E., & Lockwood, C. (2021). How to properly use the PRISMA Statement. Systematic Reviews, 10, Article 117. https://doi.org/10.1186/s13643-021-01671-7
Saydan, R. (2013). Relationship between Country-of-Origin Image and Brand Equity: An Empirical Evidence in England Market. International Journal of Business and Social Science, 4(3), 78–88.
Sharma, M.K., (2014). The Impact on Consumer Buying Behaviour: Cognitive Dissonance. Global Journal of Finance and Management, 6(9), 833–840.
Sookhai, S. (2023, November). Consumer ethnocentrism: Examining consumer purchase intentions within developing and developed economies [Poster presentation]. Research Festival – UWI St. Augustine. ResearchGate.
https://www.researchgate.net/publication/382594222
Tsai, W. S., Yoo, J. J., & Lee, W. N. (2013). For love of country? Consumer ethnocentrism in China, South Korea, and the United States. Journal of Global Marketing, 26(2), 98–114.
Tzoumaka, E., Tsiotsou, R. H., & Siomkos, G. (2016). Delineating the role of endorser’s perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(3), 307–326.
Verlegh, P. W., Steenkamp, J. B. E., & Meulenberg, M. T. (2005). Country-of-origin effects in consumer processing of advertising claims. international Journal of Research in Marketing, 22(2), 127-139.
Vukasović, T., (2015). Country-of-origin effects on product evaluation and consumer perceptions. Journal of International Business Studies, 13, 89-99.
Vyas, V. (2012). Effectiveness of celebrity endorsement of various brands: Teenager’s perception. International Journal of Marketing and Technology, 6(2), 211–234.
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image, and consumer purchase intention: Evidence from an emerging economy. International Business Review.
Wang, S. W., & Close Scheinbaum, A. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement. Journal of Advertising Research, 58(1), 16–32.
Wigfield, A. (1994). Expectancy-value theory of achievement motivation: A developmental perspective. Educational Psychology Review, 6(1), 49–78. https://doi.org/10.1007/BF02209024
Zolfagharian, M., Saldivar, R., & Williams, J. D. (2020). Owned-by and made-in cues: Cognitive and affective dimensions of country of origin effect in immigrant markets. International Marketing Review, 37(1), 29–55.
https://doi.org/10.1108/IMR-03-2018-0109
Anwar, S., Yasin, S., Iqbal, A., and Sajid, M. (2013). Country-of-origin Impact on Brand Perception, European Journal of Business, 5(8), 199-209.
Bahng, Y. and Kincade, D. (2014). “Retail buyer segmentation based on the use of assortment decision factors,” Journal of Retailing and Consumer Services, Vol. 21 No. 4, pp. 643-652.
Bergkvist, et al., (2015). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. Page 171-184.
Boonpattarakan, A. (2012). “An experimental design to test the main and interaction effects of CSR involvement, brand naming, and pricing on purchase intentions in Thailand,” International Journal of Business and Management, Vol. 7 No. 16, pp. 62-79.
Brodie, R.J., Benson-Rea, M. (2016). Country of origin branding: an integrative perspective, Journal of Product and Brand Management, Vol. 25, No. 4, pp. 322–336.
Brodowsky, G. H., Tan, J., & Meilich, O. (2004). Managing country-of-origin choices: Competitive advantages and opportunities. International Business Review, 13(6), 729–748. https://doi.org/10.1016/j.ibusrev.2004.05.005
Chailan, C., Ille, F. (2015). Branding from emerging countries: how to compete internationally? Critical Perspectives on International Business, Vol. 11, No. 1, pp. 54–71.
Chang, C. (2004). Country of origin as a heuristic cue: The effects of message ambiguity and product involvement. Media Psychology, 6(2), 169–192. https://doi.org/10.1207/s1532785xmep0602_3
Charles, R. N., & Nardi, N. K. (2015). Brand endorsement and COO: An exploration of the value of multicultural celebrity brand endorsers. The Journal of Business Diversity, 15(2), 102.
Chen, L. S. L., Wu, Y. J., & Chen, W. C. (2011). Relationship between the country of origin, brand experience, and brand equity: The moderating effect of automobile country.
Chen, Y., Su, Y. (2012). Do country-of-manufacture and country-of-design matter to industrial brand equity? Journal of Business and Industrial Marketing, Vol. 27, No. 1, pp. 57–68.
Desmarais, F. (2014). Global issues in selecting athlete endorsers for national markets: A macro investigation. Journal of Global Marketing, 27(5), 308–318.
Dolbec, P.Y. and Chebat, J.C. (2013). “The impact of a flagship vs. a brand store on brand attitude, brand attachment, and brand equity,” Journal of Retailing, Vol. 89 No. 4, pp. 460-466.
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651–662.
Fong, C.-M., Chun-Ling, L. and Yunzhou, D. (2014). “Consumer animosity, country of origin, and foreign entry-mode choice: a cross-country investigation,” Journal of International Marketing, Vol. 22 No. 1, pp. 62-76.
Gill, T., & Lei, J. (2018). Counter‐stereotypical products: Barriers to their adoption and strategies to overcome them. Psychology & Marketing, 35(7), 493-510.
Goh, S., Jiang, N., Hak, M. & Tee, P. (2016). Determinants of Smartphone Repeat Purchase Intention among Malaysians: A Moderation Role of Social Influence and a Mediating Effect of Consumer Satisfaction. International Review of Management and Marketing, 6(4), 993-1004.
Herz, M.F. and Diamantopoulos, A. (2013). “Activation of country stereotypes: automatically, consonance, and impact,” Journal of the Academy of Marketing Science, Vol. 41 No. 4, pp. 400-417.
Hilman, H., Abd-Ghani, N. H., & Hanaysha, J. (2013). Relationship Quality as a Strategic Tool in Today’s Turbulent Business. Australian Journal of Basic and Applied Sciences, 7(14), 478–787.
Hinkes, Cordula, and Birgit Schulze-Ehlers. "Consumer attitudes and preferences towards pangasius and tilapia: The role of sustainability certification and the country of origin." Appetite 127 (2018): 171-181.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68–75.
Hui, M. K., & Zhou, L. (2002). Linking product evaluations and purchase intention for country-of-origin effects. Journal of Global Marketing, 15(3–4), 95–116. https://doi.org/10.1300/J042v15n03_06
Ilicic, J., & Webster, C. M. (2015). Consumer values of corporate and celebrity brand associations. Qualitative Market Research: An International Journal, 18(2), 164–187.
Jamil, R. A., & ul Hassan, S. R. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study. Journal of Management Info, 4(1), 1–23.
Josiassen, A., Assaf, G., and Karpen, I. O., (2013). Consumer Ethnocentrism and Willingness to Buy: Analyzing The Role of Three Demographic Consumer Characteristics. International Marketing Review, 28, 627-646.
Josiassen, A., Lukas, B. A., Whitwell, G. J., & Assaf, A. G. (2013). The halo model of origin images: conceptualization and initial empirical test. Journal of Consumer Behaviour, Vol. 12 No. 4, pp. 253-266.
Khaniwale, M. (2015). Consumer Buying Behavior. International Journal of Innovation and Scientific Research, 14(2), 278–286.
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta‐analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.
Kotler, P. & Armstrong, G. (2016). Principles of Marketing. Global Edition, 16th ed, Pearson
Kuo, Y., Hu, T. & Yang, S. (2013). Effects of inertia and satisfaction in female online shoppers on repeat purchase intention. Managing Service Quality: An International Journal, 23(3), 168-187.
Lars, B.; K.Q. Zhou. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising 35, No. 4 642-663.
Lee, R., & Lockshin, L. (2011). Halo effects of tourists’ destination image on domestic product perceptions. Australasian Marketing Journal, 19(1), 7–13. https://doi.org/10.1016/j.ausmj.2010.11.001
Lew, S. and Sulaiman, Z. (2013). Consumer Purchase Intention towards Products Made in Malaysia vs. Made in China: A Conceptual Paper, Procedia-Social Behavioral Sciences 130 (2014), 37-45.
Li, C.-Y. (2013). Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory. Computers in Human Behavior, 29(1), 264–275.
Lim, W. M. (2015). The influence of internet advertising and electronic word of mouth on consumer perceptions and intention: Some evidence from online group buying. Journal of Computer Information Systems, 55(4), 81–89. https://doi.org/10.1080/08874417.2015.11645751
Lu, Q., & Seah, Z. Y. (2018). Social media influencers and consumer online engagement management. In F. DiVirgilio (Ed.), Social media for knowledge management applications in modern organizations. (pp. 81–91). Hershey, PA: IGI Global.
Magnusson, P., & Westjohn, S. (2012). Is there a country-of-origin theory? Handbook of Research in International Marketing, (2), 292-316.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research 16 (December): pp. 310–21.
Meshreki, H., Ennew, C., & Mourad, M. M. (2018). A comparative analysis of dimensions of COO and animosity on industrial buyers’ attitudes and intentions. Journal of Product & Brand Management, 27(7), 832–846. https://doi.org/10.1108/JPBM-09-2017-1591
Munnukka, J.,Uusitalo,O.,&Toivonen,H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192.
Parkvithee, N., & Miranda, M. J. (2012). The interaction effect of country-of-origin, brand equity, and purchase involvement on consumer purchase intentions of clothing labels. Asia Pacific Journal of Marketing and Logistics, 24(1), 7-22.
Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31–60. https://doi.org/10.1300/J042v15n02_03
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34(2), 243–281. https://doi.org/10.1111/j.1559-1816.2004.tb02547.x
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–Brand–User personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473.
Purohit, S., & Arora, N. (2022). The social influence in celebrity endorsed promotions: Revisiting the consumer perspective. Journal of Promotion Management, 28(8), 1257–1279. https://doi.org/10.1080/10496491.2022.2031833
Rambocas, M., & Mahabir, J. M. (2021). The effects of consumers’ cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago. Journal of Fashion Marketing and Management: An International Journal, 25(4), 644–664.
https://doi.org/10.1108/JFMM-09-2020-0192
Rambocas, M., & Ramsubhag, A. X. (2018). The moderating role of country of origin on brand equity, repeat purchase intentions, and word of mouth in Trinidad and Tobago. Journal of Global Marketing, 31(1), 42–55.
https://doi.org/10.1080/08911762.2017.1381146
Rezvani, S. D. (2012). A conceptual study on the Country-of-Origin Effect on Consumer Purchase Intention. Journal of Social Science, 8(12).
Roy, S., and Shilpa B. (2015). “The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity.” Journal of Global Marketing 28, no. 3-5 (2015): 133–51.
Samu, S., & Wymer, W. (2014). Cause marketing communications: Consumer inference on attitudes towards brand and cause. European Journal of Marketing, 48(7/ 8), 1333–1353.
Sarkis-Onofre, R., Catalá-López, F., Aromataris, E., & Lockwood, C. (2021). How to properly use the PRISMA Statement. Systematic Reviews, 10, Article 117. https://doi.org/10.1186/s13643-021-01671-7
Saydan, R. (2013). Relationship between Country-of-Origin Image and Brand Equity: An Empirical Evidence in England Market. International Journal of Business and Social Science, 4(3), 78–88.
Sharma, M.K., (2014). The Impact on Consumer Buying Behaviour: Cognitive Dissonance. Global Journal of Finance and Management, 6(9), 833–840.
Sookhai, S. (2023, November). Consumer ethnocentrism: Examining consumer purchase intentions within developing and developed economies [Poster presentation]. Research Festival – UWI St. Augustine. ResearchGate.
https://www.researchgate.net/publication/382594222
Tsai, W. S., Yoo, J. J., & Lee, W. N. (2013). For love of country? Consumer ethnocentrism in China, South Korea, and the United States. Journal of Global Marketing, 26(2), 98–114.
Tzoumaka, E., Tsiotsou, R. H., & Siomkos, G. (2016). Delineating the role of endorser’s perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(3), 307–326.
Verlegh, P. W., Steenkamp, J. B. E., & Meulenberg, M. T. (2005). Country-of-origin effects in consumer processing of advertising claims. international Journal of Research in Marketing, 22(2), 127-139.
Vukasović, T., (2015). Country-of-origin effects on product evaluation and consumer perceptions. Journal of International Business Studies, 13, 89-99.
Vyas, V. (2012). Effectiveness of celebrity endorsement of various brands: Teenager’s perception. International Journal of Marketing and Technology, 6(2), 211–234.
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image, and consumer purchase intention: Evidence from an emerging economy. International Business Review.
Wang, S. W., & Close Scheinbaum, A. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement. Journal of Advertising Research, 58(1), 16–32.
Wigfield, A. (1994). Expectancy-value theory of achievement motivation: A developmental perspective. Educational Psychology Review, 6(1), 49–78. https://doi.org/10.1007/BF02209024
Zolfagharian, M., Saldivar, R., & Williams, J. D. (2020). Owned-by and made-in cues: Cognitive and affective dimensions of country of origin effect in immigrant markets. International Marketing Review, 37(1), 29–55.
https://doi.org/10.1108/IMR-03-2018-0109
Published
2025-07-01
How to Cite
Khan, S., & Sookhai, S. (2025). REVIEWING THE IMPACT OF COUNTRY-OF-ORIGIN ON CONSUMER PURCHASE INTENTION : THE ROLE OF CELEBRITY ENDORSEMENT IN EXISTING LITERATURE. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 897-918. https://doi.org/10.35508/jom.v18i2.20922
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Articles
