’Does country-of-origin matter in the era of globalisation? Evidence from cross sectional data in Uzbekistan : WestminsterResearch

Publication dates
Title	’Does country-of-origin matter in the era of globalisation? Evidence from cross sectional data in Uzbekistan
Type	Journal article
Authors	Karimov, F. and El-Murad, J.
Abstract	To examine the consistency over time of customer attitude towards country-of-origin in a transitional economy. A single cross-sectional study in Uzbekistan was carried out, with n=527, consisting of 374 street and 153 online surveys, replicating a study carried out 20 years earlier. Whilst consumers still perceive products from advanced countries to have higher quality, quality perception in relation to country-of-origin information is dynamic, and transitional countries can improve the perception of consumers towards their national brands. This study was carried out in Tashkent, the capital of Uzbekistan, the most populous of the Central Asian republics. Researchers may wish to extend it by examining COO effects in other transitional economies, and additionally to examine the effect of country-of-brand origin. Customer perceptions and attitudes take a long time to evolve. This cross-sectional study showed that the COO perception of China has improved significantly and the perception towards the products produced locally in Uzbekistan has also slightly improved across all categories. Strong brands can contribute to the image of the country. Transition countries need to take appropriate marketing actions to cultivate positive perception through innovation and branding. Prior research has been extended by adding new product categories such as mobile phones, computers, washing machines and air conditioners. This research shows that government officials and exporters in developing countries should prioritise strengthening their country’s image to help domestic marketers export and attract foreign investors. We provide insights for marketers to understand the impact of product country-of-origin on customer purchase intention and its antecedents in transitional economies such as Uzbekistan.
Keywords	country of origin; country image; made in; branding; transitional country; Uzbekistan; Central Asia
Article number	IJRDM-06-2017-0129.R5
Journal	International Journal of Retail & Distribution Management
Journal citation	47 (3), pp. 262-277
ISSN	0959-0552
Year	2019
Publisher	Emerald Publishing Limited
Accepted author manuscript	PDF_Proof.pdf
Digital Object Identifier (DOI)	https://doi.org/10.1108/IJRDM-06-2017-0129
Published	15 May 2019

Related outputs

Book Review: "Islamic Wealth Management: Theory and Practice" edited by Mohamed Ariff and Shamser Mohammad
El-Murad, J. 2018. Book Review: "Islamic Wealth Management: Theory and Practice" edited by Mohamed Ariff and Shamser Mohammad. Economic Affairs. 38 (2), pp. 300-302. https://doi.org/10.1111/ecaf.12298

The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments
Burghelea, M, Plaias, I and El-Murad, J. 2015. The Effects of Music as an Atmospheric Variable on Consumer Behaviour in the Context of Retailing and Service Environments. International Conference on Marketing and Business Development. 1 (1/2015), pp. 377-392.

Early Islam and the Birth of Capitalism by Benedikt Koehler. Lexington Books ( 2014 ), 230 pp. ISBN: 978-0-7391-8882-8 (hb, £51.95); 978-0-7391-8883-5 (Kindle edn, £40.52)
Jaafar El-Murad 2015. Early Islam and the Birth of Capitalism by Benedikt Koehler. Lexington Books ( 2014 ), 230 pp. ISBN: 978-0-7391-8882-8 (hb, £51.95); 978-0-7391-8883-5 (Kindle edn, £40.52). Economic Affairs. 35 (1), pp. 161-163. https://doi.org/10.1111/ecaf.12106

The Tail Wagging the Dog: To What Extent is Marketing Strategy Sacrificed for Creativity?
El-Murad, J. and Oliveira, T. 2015. The Tail Wagging the Dog: To What Extent is Marketing Strategy Sacrificed for Creativity? 2015 AMS World Marketing Congress - Academy of Marketing Science. Bari, Italy 21 - 25 Jul 2015

Consumers’ perceptions of pseudo-science in anti-aging advertising
Mai, L.W., Cline, A. and El-Murad, J. 2013. Consumers’ perceptions of pseudo-science in anti-aging advertising. European Marketing Academy 42nd Annual Conference. Istanbul June 2013

The effects of media exposure on the levels of body dissatisfaction and muscle dysmorphia in men
Mai, L.W., Bajelan, A. and El-Murad, J. 2013. The effects of media exposure on the levels of body dissatisfaction and muscle dysmorphia in men. European Marketing Academy 42nd Annual Conference. Istanbul June 2013

Store atmosphere: conceptual issues and its impact on shopping behavior
Olahut, M., El-Murad, J. and Ioan, P. 2012. Store atmosphere: conceptual issues and its impact on shopping behavior. 6th International Conference. Babes-Bolyai University, Cluj-Napoca, Romania

Customer relationship management and the teenage market
Cingara, A. and El-Murad, J. 2007. Customer relationship management and the teenage market. Academy of Marketing Conference (AM2007). Egham, Surrey, UK 03-06 Jul 2007

E-Commerce as an alternative distribution technology: the readiness of Chinese consumers
Kwok, W.M., Mai, L.W. and El-Murad, J. 2005. E-Commerce as an alternative distribution technology: the readiness of Chinese consumers. 12th Biennial International Marketing Congress: Marketing in an Inter-connected World: Opportunities and Challenges. Muenster, Germany 06-09 Jul 2005

The definition and measurement of creativity: what do we know?
El-Murad, J. and West, D.C. 2004. The definition and measurement of creativity: what do we know? Journal of Advertising Research. 44 (2), pp. 188-202. https://doi.org/10.1017/s0021849904040097

Risk and creativity in advertising
El-Murad, J. and West, D.C. 2003. Risk and creativity in advertising. in: Farrell, A., Lee, N. and Lings, I. (ed.) Proceedings of the Academy of Marketing Annual Conference: a history of the next decade Academy of Marketing.

A museum-specific retail marketing mix model
El-Murad, J. and McConnachie, J. 2003. A museum-specific retail marketing mix model. in: Farrell, A., Lee, N. and Lings, I. (ed.) Proceedings of the Academy of Marketing Annual Conference: a history of the next decade Academy of Marketing.

A consumer buying behaviour model for retail within museums
El-Murad, J. and McConnachie, J. 2003. A consumer buying behaviour model for retail within museums. in: Farrell, A., Lee, N. and Lings, I. (ed.) Proceedings of the Academy of Marketing Annual Conference: a history of the next decade Academy of Marketing.

Risk and creativity in advertising
El-Murad, J. and West, D.C. 2003. Risk and creativity in advertising. Journal of Marketing Management. 19 (5-6), pp. 657-673. https://doi.org/10.1362/026725703322189995

The relationship between risk attitude and advertising creativity
El-Murad, J. 2002. The relationship between risk attitude and advertising creativity. Thesis University of Reading Henley Business School

Advertising agency and individual risk taking and creative awards
El-Murad, J. and West, D.C. 2002. Advertising agency and individual risk taking and creative awards. in: Spotts, H.E. (ed.) Proceedings of the Academy of Marketing Science 4th Multicultural Marketing Conference, Valencia Academy of Marketing Science. pp. 628-639

Permalink - https://westminsterresearch.westminster.ac.uk/item/q95z2/-does-country-of-origin-matter-in-the-era-of-globalisation-evidence-from-cross-sectional-data-in-uzbekistan

’Does country-of-origin matter in the era of globalisation? Evidence from cross sectional data in Uzbekistan

Related outputs

Share this

Usage statistics

Export as