The Impact of Country of Origin Effect on Consumer Attitude towards Product
This article examines the influence of the productâ€™s country of origin effect on consumersâ€™ attitude towards the product. Enterprises operating in domestic and foreign markets attempt to learn and understand consumersâ€™ attitude and appreciation causes of the products made abroad, because understanding of the consumer attitude and behaviour is one of the most successful paths to successful competition on both domestic and foreign markets. Therefore, determination of variables that affect consumersâ€™ attitude towards the products made abroad, their evaluation and behaviour, causes great interest. The theoretical research was conducted analysing the insights of national and foreign authors, seeking to determine the peculiarities of influence of the productâ€™s country of origin effect on consumersâ€™ attitude, and to analyse the impact of country-of-origin antecedents and moderators on consumersâ€™ attitude towards the product.
Full Text:PDF (Lithuanian)
ISSN 1392-1142 (Print)
ISSN 2335-8750 (Online)