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The halo model of origin images: Conceptualisation and initial empirical test
Author(s) -
Josiassen Alexander,
Lukas Bryan A.,
Whitwell Gregory J.,
Assaf A. George
Publication year - 2013
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1405
Subject(s) - skepticism , test (biology) , marketing , image (mathematics) , halo , empirical research , country of origin , positive economics , sociology , business , economics , epistemology , computer science , artificial intelligence , philosophy , paleontology , physics , quantum mechanics , galaxy , biology
National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin‐image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state‐of‐the‐art review of origin‐image research in marketing, develop and empirically test a new origin‐image model and, present the implications of the study. Copyright © 2013 John Wiley & Sons, Ltd.