Abstract
The country‐of‐origin (CO) literature has traditionally focused on
consumer product evaluations which are presumed to occur during the
evaluation of alternative stages of the consumer buying decision
process, where knowledge about product attribute information is either
provided or assumed. Purchase behaviour has also mostly been measured by
purchase intention. Examines the CO effects by incorporating the amount
of prepurchase information search and the post‐purchase efficiency of
choice measured by the amount of loss buyers incur for not choosing the
same or higher quality car at a lower price. Shows that while CO did not
affect the amount of pre‐purchase search, it had a significant impact on
the efficiency of consumer choices.
Subject
Marketing,Business and International Management
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