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- W3201698403 abstract "Despite considerable knowledge of how consumers respond to country of origin (COO) information, scant research considers how COO cues can be leveraged in advertising to elicit favorable responses from consumers. For advertisers, this is a missed opportunity, since COO cues provide brands with an external non-brand specific signal of credibility that consumers use in decision-making. Based on the elaboration likelihood model (ELM), we develop a conceptual model that combines the COO literature with research on the processing of advertising cues to develop a comprehensive overview of how COO cues affect consumer responses. Specifically, depending on the extent of product-country knowledge, we distinguish between two processing routes - central and peripheral - that determine the strength of the COO effect along with various extraneous factors. We conclude with the theoretical and practical implications thereof for future research." @default.
- W3201698403 created "2021-10-11" @default.
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- W3201698403 date "2021-09-17" @default.
- W3201698403 modified "2023-09-27" @default.
- W3201698403 title "Country of origin cues in advertising: theoretical insights and practical implications" @default.
- W3201698403 doi "https://doi.org/10.4337/9781839107375.00023" @default.
- W3201698403 hasPublicationYear "2021" @default.
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