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„Made in?“ – Eine Metaanalyse multidimensionaler Country-of-Origin Effekte

„Made in?“ – A multidimensional meta analysis of country-of-origin effects

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Zusammenfassung

Diese Studie untersucht die Auswirkungen von Herkunftslandinformationen von Produkten auf Qualitätswahrnehmungen, Einstellungen und Kaufabsichten von Konsumenten mittels einer differenzierten Metaanalyse, die insgesamt 67 Studien mit 327 Effektstärken integriert. Die Ergebnisse zeigen einen mittleren bis hohen signifikanten Country-of-Origin (COO)-Effekt. Nach der Globalisierungswelle zeigt sich ein verringerter COO-Effekt. Die differenzierte Betrachtung multidimensionaler Effekte zeigt einen vergleichsweise hohen Effekt des Country-of-Brand. Zusätzlich konnten zwei neue Moderatoren identifiziert werden. Erstens messen Studien, die auf Studentenstichproben basieren, höhere COO-Effekte. Zweitens fallen die Ergebnisse in Experimenten geringer aus, wenn hybride Produkte untersucht werden.

Abstract

This study applies a differentiated meta-analysis, which integrates 67 studies and 327 effect sizes, to analyze the impact of country-of-origin (COO) effects of products on quality perceptions, attitudes, and purchase intentions of customers. Results show a moderate to strong significant COO effect for the investigated period. This effect becomes weaker after the globalization wave after the period of the 1990s. The differentiated consideration of multidimensional effects shows a comparatively strong effect of the country-of-brand. Additionally, we identified two new moderators. First, studies that use student samples show stronger COO effects. Second, studies that use hybrid products show weaker COO effects.

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Abb. 1

Notes

  1. Vgl. Balabanis und Diamantopoulos (2008).

  2. Vgl. Liefeld (2004); Heslop et al. (2008).

  3. Vgl. z. B. Lee und Lee (2009); Phau und Cheong (2009); Wong et al. (2008); Godey et al. (2012); Sharma (2011).

  4. Z. B. American Marketing Association und European Marketing Academy.

  5. Vgl. Diamantopoulos et al. (2009a), (2009b).

  6. Die 67 verwendeten Primärstudien sind im Anhang aufgelistet.

  7. Vgl. Campello et al. (2010); Ivashina und Scharfstein (2010).

  8. Vgl. Bauer et al. (2006); Eisend (2006), (2009); Schwens und Kabst (2009); Völckner und Hofmann (2007).

  9. Vgl. Campbell und Stanley (1963); Rosenthal und Rosnow (1984).

  10. Vgl. Eisend (2006); Garlin und Owen (2006); Liefeld (1993); Völckner und Hofmann (2007).

  11. Zum Beispiel Kaynak (1989).

  12. Vgl. Han et al. (1994); Heslop et al. (1987); Niffenegger und White (1982).

  13. Vgl. Crook et al. (2008); Heugens und Lander (2009); Hunter und Schmidt (2004);.

  14. Vgl. Arthur et al. (2001).

  15. Vgl. z. B. Cano et al. (2004); Krasnikov und Jayachandran (2008); Palmatier et al. (2006).

  16. Vgl. z. B. Peterson und Jolibert (1995); Pharr (2005); Verlegh und Steenkamp (1999).

  17. Vgl. z. B. Chao (1989).

  18. Vgl. Bauer et al. (2006); De Matos und Rossi (2008); Eisend (2006); Völckner und Hofmann (2007).

  19. Vgl. Borenstein (2009); Garlin und Owen (2006); Waples et al. (2009).

  20. Vgl. Borenstein (2009).

  21. Vgl. Borenstein (2009); Fern und Monroe (1996); Hunter und Schmidt (2004); Ray und Shadish (1996).

  22. Vgl. Arthur et al. (2001).

  23. Vgl. Borenstein et al. (2007).

  24. Vgl. Hedges und Vevea (1998).

  25. Vgl. DerSimonian und Laird (1986); Hedges und Vevea (1998).

  26. Vgl. Callahan et al. (2003); Field (2001); Sturman (2003).

  27. Vgl. Borenstein et al. (2007); Franke und Park (2006).

  28. Vgl. Marín-Martínez und Sánchez-Meca (2010); Shadish und Haddock (2009).

  29. Vgl. Littell et al. (2008).

  30. Vgl. Eisend (2009).

  31. Vgl. Steenkamp (1990).

  32. Vgl. Fong und Burton (2008).

  33. Vgl. Ettenson und Gaeth (1991); Phau und Prendergast (2000).

  34. Vgl. Balabanis et al. (2001); Ettenson und Klein (2005); Shankarmahesh (2006).

  35. Vgl. Usunier (2006).

  36. Vgl. Borenstein (2009).

  37. Vgl. Spiegel Online (2009a), (2009b).

  38. Vgl. Handelsblatt (2009).

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  1. WHU – Otto Beisheim School of Management, Burgplatz 2, 56179, Vallendar, Deutschland

    Alexander P. Schudey & Ove Jensen

  2. Universität Bern, Engehaldenstrasse 4, 3012, Bern, Schweiz

    Nils D. Kraiczy

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Schudey, A.P., Jensen, O. & Kraiczy, N.D. „Made in?“ – Eine Metaanalyse multidimensionaler Country-of-Origin Effekte. Schmalenbachs Z betriebswirtsch Forsch 68, 47–74 (2016). https://doi.org/10.1007/s41471-016-0002-0

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