Teo, Poh-Chuin and Ho, Theresa C. F. and Ahmad, Fauziah and Choo, Ling Suan (2021) Determinant of Brand Origin Recognition Accuracy (BORA) score and need for cognition as moderator: A conceptual paper. In: 2021 International Conference on Decision Aid Sciences and Application, DASA 2021, 7 - 8 December 2021, Virtual, Online.
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Official URL: http://dx.doi.org/10.1109/DASA53625.2021.9682321
Abstract
As one of the most sought after research topics in the area of marketing, country of origin (COO) that introduced by Schooler in 1965 has been studies in many countries across industries. Subsequently, researchers studied about brand's COO and later questioned about the relevancy of this information. Hence, Samiee et al. has derived a newer COO research term, titled Brand Origin Recognition Accuracy (BORA) in 2005. This conceptual paper proposed a conceptual framework on the antecedents that affecting the accuracy of consumers' ability in recognizing brands' origin country. It is proposed predicting variables, namely consumer ethnocentrism and consumer animosity, of BORA score as well as need for cognition as moderator. Next, research propositions were also being developed based on the proposed conceptual framework.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Brand Origin Recognition Accuracy (BORA), Consumer Animosity |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | International Business School |
| ID Code: | 96493 |
| Deposited By: | Widya Wahid |
| Deposited On: | 24 Jul 2022 11:19 |
| Last Modified: | 24 Jul 2022 11:19 |
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