What is it about?
In several emerging countries, consumers prefer imported products. This situation is worse in former colonized countries. This is the case in several countries of the Middle East and North Africa (MENA) region. This article attempts to contribute to the understanding of the socio-cultural factors likely to explain the preference for international products at the detriment of the national offering.
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Why is it important?
This article proposes a model including new predictors of country-of-origin (COO), applicable in emerging countries. This model illustrates the influence of the ‘complex of the decolonised’, ‘acculturation in situ’, ‘frustration towards the West’ and ‘sensitivity to the Western fashion system’ on COO.
Perspectives
This article is interesting because its takes as a setting an understudied country of the MENA region: Tunisia. Besides, it highlights a model applicable in emergent countries and new predictors of the COO effect.
Professor Mourad Touzani
NEOMA Business School
Read the Original
This page is a summary of: Country-of-origin and emerging countries: revisiting a complex relationship, Qualitative Market Research An International Journal, January 2015, Emerald,
DOI: 10.1108/qmr-04-2012-0019.
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