Title: A study on exploring the determinants of country-of-origin effect-based brand avoidance

Authors: Ajay Singh Chandel; Punam Mishra

Addresses: J.K. Lakshmipat University, Jaipur, Rajasthan, India ' J.K. Lakshmipat University, Jaipur, Rajasthan, India

Abstract: Country-of-origin effect is a significant factor that marketers must keep in mind while introducing a product in a foreign country. The country-of-origin effect, commonly known as the made-in image effect or ethnic group bias, is a psychosomatic outcome explaining how perceptions, attitudes and buying decisions of consumers are affected by country-of-origin and, if negative, may lead to country-of-origin effect-based brand avoidance. Country-of-origin-based brand avoidance is a phenomenon of consciously rejecting a brand based on the consumers' evaluation of the country-of-origin. The study was conducted to explore the determinants of country-of-origin effect-based brand avoidance and to find out the factors most predictive of the phenomenon. The study concludes with clear academic and managerial implications.

Keywords: country-of-origin effect; consumer ethnocentrism; animosity; financial patriotism; brand avoidance.

DOI: 10.1504/IJSSOC.2022.127984

International Journal of Sustainable Society, 2022 Vol.14 No.4, pp.335 - 347

Received: 22 Jul 2021
Accepted: 05 Jan 2022
Published online: 03 Jan 2023 *

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