Rahman, R.U., Heinberg, M., Banerjee, S. et al. (1 more author) (2024) A Good Signal: How Firms Can Utilize Country of Origin as a Strategic Analytical Tool. Journal of International Marketing. ISSN 1069-031X
Abstract
Abundant consumer data has made decision making more complicated rather than simple for marketers. The abundance of consumer data raises an important question about which variables in the data contain reliable information for retailers to predict future consumer purchase value (CPV) to guide strategic decisions. The authors address this question by exploring the variables “distinctive choice of brand country of origin” (DBCOO) and “country of origin diversity” (COO diversity) as analytical tools to extract insights from consumer purchase data. Building on signaling theory, the authors theorize and empirically test that DBCOO and COO diversity in a consumer’s purchase history can signal, and therefore help predict CPV. Moreover, we explore high-involvement product categories and purchase frequency as boundary conditions to develop a comprehensive framework of COO signals as strategic analytical tools. We find that DBCOO in a consumer’s purchase history indeed increases CPV and that this relationship is enhanced for high-involvement product categories but moderated curvilinearly by purchase frequency. Moreover, we find that the COO diversity – CPV link is positive but depicts a negative interaction with both moderators. This allows retailers to successfully distinguish high- from low-CPV consumers and thus enables them to manage marketing mix and resources more effectively.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author produced version of an article published in the Journal of International Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | country of origin, consumer analytics, consumer purchase value, COO diversity, consumer-based strategy, high-involvement product |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 02 May 2024 13:30 |
Last Modified: | 02 May 2024 13:30 |
Published Version: | https://journals.sagepub.com/doi/10.1177/1069031X2... |
Status: | Published online |
Publisher: | Sage |
Identification Number: | 10.1177/1069031x241254038 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:212160 |