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首页> 外文期刊>Journal of Business Research >COO in print advertising: Developed versus developing market comparisons
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COO in print advertising: Developed versus developing market comparisons

机译：COO印刷广告：开发与发展市场比较

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摘要

Country-of-origin (COO) research is criticized for its lack of practical relevance. Literature largely focuses on consumers' responses to COO, while relatively little is known about whether and when companies actively choose COO in their marketing mix. This research makes predictions about COO usage versus non-usage and the number and type of COO cues used in a developed versus developing country context. We test the hypotheses with a content analysis of ads published in three major magazines in France and India, respectively, involving 2181 print ads published over a 12-month period. The results reveal surprising differences between a developed and an emerging country in terms of relevance and usage of COO, but also between theoretical predictions from the literature and actual applications by companies. This research provides companies with guidelines for the use of COO in marketing communication and contributes to the discussion on COO relevance by taking a novel perspective.
机译：原产地（COO）研究被批评缺乏实际相关性。文学在很大程度上侧重于消费者对COO的回应，而相对少的是众所周知的是否以及公司是否在其营销组合中积极选择COO。该研究对Coo的使用与非使用情况和开发的与发展国家背景中使用的COO提示的数量和类型和类型和类型进行了预测。我们在法国和印度的三个主要杂志中发布的广告的内容分析，分别测试假设，涉及2181年在12个月内发布的印刷广告。结果揭示了在COO的相关性和使用情况方面发达国家和新兴国家之间的令人惊讶的差异，也涉及到公司的理论预测和公司的实际应用之间。本研究为公司提供了使用COO在营销沟通方面的指导方针，并通过采取小说视角来讨论COO相关性。

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