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INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES

Elvin, David LU and Garnijanto, Garniasih (2013) BUSN39 20131
Department of Business Administration
Abstract
Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies.
Theoretical perspectives: Country-of-origin effect, cultural context, international marketing.
Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies.
Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people.
Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context... (More)
Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies.
Theoretical perspectives: Country-of-origin effect, cultural context, international marketing.
Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies.
Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people.
Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context societies to a certain different degree. The main differences are associated to one’s cultural context upbringing where high-context culture values a brand and its country-of-origin under the imposed social hierarchy, as opposed to the low-context culture that focuses more on the segmented individual life. (Less)
Please use this url to cite or link to this publication:
author
Elvin, David LU and Garnijanto, Garniasih
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Country-of-origin, culture, brand, international marketing, high-context culture, low-context culture
language
English
id
3802947
date added to LUP
2013-06-18 11:03:49
date last changed
2013-06-18 11:03:49
@misc{3802947,
  abstract     = {Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies.
Theoretical perspectives: Country-of-origin effect, cultural context, international marketing.
Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies.
Empirical foundation: In order to equally study high- and low-context cultural societies, three brands and its country-of-origin. Empirical examples are chosen based on a pre-study conducted towards forty-six people.
Conclusions: Country-of-origin effects such as cognitive, affective and normative all exist within high- and low-context societies to a certain different degree. The main differences are associated to one’s cultural context upbringing where high-context culture values a brand and its country-of-origin under the imposed social hierarchy, as opposed to the low-context culture that focuses more on the segmented individual life.},
  author       = {Elvin, David and Garnijanto, Garniasih},
  keyword      = {Country-of-origin,culture,brand,international marketing,high-context culture,low-context culture},
  language     = {eng},
  note         = {Student Paper},
  title        = {INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES},
  year         = {2013},
}