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The Impact of the Country-of-Origin Effect on the Evaluation of Selected Cosmetics Brands

  • The use of the Country-of-Origin (COO) effect is a relevant topic in the field of international marketing research and is gaining more attention in today’s global economy. Especially in the cosmetics industry, the origin of brands tends to be included within their marketing strategy. Therefore, this thesis examines how the COO effect is impacting the evaluation of international cosmetics brands with influential market players such as the USA, South Korea and France. Using a quantitative approach, the opinions of consumers in relation to the different COO dimensions and the importance of these, as well as possible influencing factors and the impact on behavior, was analyzed. Ultimately, significantly different ratings of each dimension and their importance were found. Similarly, the influencing factors involvement and familiarity might affect the evaluation and it is likely that the higher the COO effect evaluation, the higher is the purchase intention and the willingness to pay. The findings underline the role of the COO effect for internationally marketed cosmetics and theoretical and managerial implications can be drawn based on these.

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Metadaten
Author:Natalie Babanczyk
Referee:Sabine Haller
Advisor:Dirk-Mario Boltz
Document Type:Master's Thesis
Language:English
Date of first Publication:2021/08/12
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2022/03/21
Tag:Country-of-Origin Effect, Cosmetics, International Marketing
Page Number:106
Institutes:FB I - Wirtschaftswissenschaften
Licence (German):License LogoUrheberrechtsschutz