Exploring the meanings Jordanian consumers allocate to foreign brands: an ethnography on understanding the effect of brand country of origin image on consumption

Country of origin (COO) image has occupied researchers worldwide over a lengthy period of time, as it influences consumer preferences and perceptions of brands. Previous research has overlooked the affective and symbolic cues associated to COO image and how these cues may influence consumers’ consumption choices. This research aims to explore the influence of COO image on consumers by exploring the various meanings attached to COO image among Jordanian consumers. <br/><br/>In doing so, several areas in the literature were explored to cover all elements of symbolic consumption. Through the light of symbolic interactionism theory and the shared meanings developed from both culture and interactions, the themes of culture, self, self and social symbolism, consumption symbolism and COO image have been explored. <br/><br/>The research undertaken has combined multiple methods of data generation including three stages: interactive group interviews, observations and responsive interviews among Jordanian women in two contexts (Jordan and the United Kingdom). As part of an ethnographic study, the researcher was embedded in this research for 18 months. The mixture of these methods allowed for in-depth insights that fall in line with the interpretivist approach of this research allowing meanings to emerge regarding COO image and its influence on consumption preferences, behaviour and choices.<br/> <br/>The outcome of this ethnographic study not only resulted in a conceptual model that expresses the way consumers allocate meanings to COO image, but also uncovered additional reasons to the influence of COO image on consumption decisions. Furthermore, an analysis of the issues that Jordanian consumers have with local brands will assist local clothing brands in finding solutions and attracting local consumers. Most importantly, however, is that this research highlights a novel area in the international marketing field and that is the conceptualisation of ‘country of consumption’ or in other words the ‘locus of consumption’ as it refers to the geographic location of the consumption process and its symbolic significance to consumers. <br/>

Name dc:type.qualificationname

Doctoral Thesis

Level dc:type.qualificationlevel

Student thesis

Year dc:date.issued

2019

Author dc:creator

• Khair, Nadine

Advisors dc:contributor.advisor

• Deacon, Jonathan
• Parkes, Elizabeth

Language dc:language

eng

Identifier

oai:pure.atira.dk:studenttheses/5d81f82a-9637-4fd4-bfa8-b7ce63df7a8b

OAI identifier oai:identifier

oai:pure.atira.dk:studenttheses/5d81f82a-9637-4fd4-bfa8-b7ce63df7a8b