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RESEARCH PRODUCT

Aspects of Anglo-Spanish Perceptions and Product Preferences Arising From ‘Country of Origin’ Image

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This study investigates the incidence and importance of ‘country of origin’ for a wide range of products made and marketed across Europe. How important is the ‘country of origin’ effect in shaping purchasing behaviour? Is it equally significant for every country and every product? Of crucial importance for the future as new offshore production locations open up in southern and eastern Europe is the question, to what degree is the ‘made in’ effect country specific and how durable is it? For example, can a company that has achieved global marketing stature based primarily on exports retain its ‘country of origin’ marketing edge when it graduates to producing its products in the heartland of its major foreign markets or alternatively in offshore locations? What, if any, are the implications for global marketing? This is a preliminary study based on a cluster of high and low value-added products and ranging from agrarian to technological products made in Germany, Britain, France, Spain and Italy using a sampl...