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Central European Management Journal

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Year 2018 
Volume 26 
Issue 3

Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers

Radosław Baran
Warsaw School of Economics

2018 26 (3) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.232

Article contents

Abstract

Purpose: This article concerns the attitudes of Polish consumers toward the country of origin of the brand. The aim is to describe the characteristics of cosmetics brands depending on the country of origin according to the opinions of Polish consumers.

Methodology: The study covers several types of cosmetics: creams, shampoos, soaps, and lotions. The text analyzes twelve characteristics of brands and twelve countries of origin. The quantitative study bases on the Web Panel Interview method. The survey is representative of Polish adult internet users.

Findings: The study shows significant differences in the perception of the characteristics of cosmetics brands depending on the country of origin. Companies may use the positive features associated with the country of origin of the brand in the process of creating value for customers.

Research limitations: The results are valid for all brands of cosmetics from the selected country but not for individual brands. The research analyzed twelve characteristics of brands and twelve countries of origin. Thus, future research should address other characteristics and countries of origin. The opinions of Polish consumers may differ from those of other countries.

Originality: The originality of this study consists in the analysis of many differences in the perception of the brands depending on the country of origin. This article shows that the selected country of origin may be associated with many different characteristics.

References

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  22. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
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  25. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  26. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  27. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  28. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]
  29. Andéhn, M. and L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6): 851–866, https://doi.org/10.1108/IMR-05-2015-0137 [Google Scholar]
  30. Andéhn, M., Nordin, F. and Nilsson, M.E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research. Journal of Consumer Behaviour, 15(3): 225–238, https://doi.org/10.1002/cb.1550 [Google Scholar]
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  33. Eng, T.-Y., Ozdemir, S. and Michelson, G. (2016). Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research, 69(12): 5703–5711, https://doi.org/10.1016/j.jbusres.2016.01.045 [Google Scholar]
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  35. Figiel, A. (2004). Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne. Warszawa: PWE. [Google Scholar]
  36. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
  37. Martín, O.M. and Cerviňo, J. (2011). Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model. International Marketing Review, 28(6): 530–558, https://doi.org/10.1108/02651331111181402 [Google Scholar]
  38. Prendergast, G.P., Tsang, A.S.L. and Chan, Ch.N.W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2): 180–188, https://doi.org/10.1108/07363761011027277 [Google Scholar]
  39. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  40. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  41. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  42. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]
  43. Andéhn, M. and L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6): 851–866, https://doi.org/10.1108/IMR-05-2015-0137 [Google Scholar]
  44. Andéhn, M., Nordin, F. and Nilsson, M.E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research. Journal of Consumer Behaviour, 15(3): 225–238, https://doi.org/10.1002/cb.1550 [Google Scholar]
  45. Balabanis, G. and Diamantopoulos, A. (2011). Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image. Journal of International Marketing, 19(2): 95–116, https://doi.org/10.1509/jimk.19.2.95 [Google Scholar]
  46. D’Antone, S. and Merunka, D. (2015). The brand origin meaning transfer model (BOMT): an integrative theoretical model. International Marketing Review, 32(6): 713–731, https://doi.org/10.1108/IMR-09-2013-0175 [Google Scholar]
  47. Eng, T.-Y., Ozdemir, S. and Michelson, G. (2016). Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research, 69(12): 5703–5711, https://doi.org/10.1016/j.jbusres.2016.01.045 [Google Scholar]
  48. Ertmańska, K. (2011). Zachowania konsumenckie – etnocentryzm, internacjonalizm i kosmopolityzm konsumencki. Studia i Materiały Polskiego Stowarzyszenia Zarządzania Wiedzą, 51: 254–266. [Google Scholar]
  49. Figiel, A. (2004). Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne. Warszawa: PWE. [Google Scholar]
  50. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
  51. Martín, O.M. and Cerviňo, J. (2011). Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model. International Marketing Review, 28(6): 530–558, https://doi.org/10.1108/02651331111181402 [Google Scholar]
  52. Prendergast, G.P., Tsang, A.S.L. and Chan, Ch.N.W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2): 180–188, https://doi.org/10.1108/07363761011027277 [Google Scholar]
  53. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  54. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  55. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  56. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]
  57. Andéhn, M. and L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6): 851–866, https://doi.org/10.1108/IMR-05-2015-0137 [Google Scholar]
  58. Andéhn, M., Nordin, F. and Nilsson, M.E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research. Journal of Consumer Behaviour, 15(3): 225–238, https://doi.org/10.1002/cb.1550 [Google Scholar]
  59. Balabanis, G. and Diamantopoulos, A. (2011). Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image. Journal of International Marketing, 19(2): 95–116, https://doi.org/10.1509/jimk.19.2.95 [Google Scholar]
  60. D’Antone, S. and Merunka, D. (2015). The brand origin meaning transfer model (BOMT): an integrative theoretical model. International Marketing Review, 32(6): 713–731, https://doi.org/10.1108/IMR-09-2013-0175 [Google Scholar]
  61. Eng, T.-Y., Ozdemir, S. and Michelson, G. (2016). Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research, 69(12): 5703–5711, https://doi.org/10.1016/j.jbusres.2016.01.045 [Google Scholar]
  62. Ertmańska, K. (2011). Zachowania konsumenckie – etnocentryzm, internacjonalizm i kosmopolityzm konsumencki. Studia i Materiały Polskiego Stowarzyszenia Zarządzania Wiedzą, 51: 254–266. [Google Scholar]
  63. Figiel, A. (2004). Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne. Warszawa: PWE. [Google Scholar]
  64. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
  65. Martín, O.M. and Cerviňo, J. (2011). Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model. International Marketing Review, 28(6): 530–558, https://doi.org/10.1108/02651331111181402 [Google Scholar]
  66. Prendergast, G.P., Tsang, A.S.L. and Chan, Ch.N.W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2): 180–188, https://doi.org/10.1108/07363761011027277 [Google Scholar]
  67. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  68. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  69. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  70. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]
  71. Andéhn, M. and L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6): 851–866, https://doi.org/10.1108/IMR-05-2015-0137 [Google Scholar]
  72. Andéhn, M., Nordin, F. and Nilsson, M.E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research. Journal of Consumer Behaviour, 15(3): 225–238, https://doi.org/10.1002/cb.1550 [Google Scholar]
  73. Balabanis, G. and Diamantopoulos, A. (2011). Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image. Journal of International Marketing, 19(2): 95–116, https://doi.org/10.1509/jimk.19.2.95 [Google Scholar]
  74. D’Antone, S. and Merunka, D. (2015). The brand origin meaning transfer model (BOMT): an integrative theoretical model. International Marketing Review, 32(6): 713–731, https://doi.org/10.1108/IMR-09-2013-0175 [Google Scholar]
  75. Eng, T.-Y., Ozdemir, S. and Michelson, G. (2016). Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research, 69(12): 5703–5711, https://doi.org/10.1016/j.jbusres.2016.01.045 [Google Scholar]
  76. Ertmańska, K. (2011). Zachowania konsumenckie – etnocentryzm, internacjonalizm i kosmopolityzm konsumencki. Studia i Materiały Polskiego Stowarzyszenia Zarządzania Wiedzą, 51: 254–266. [Google Scholar]
  77. Figiel, A. (2004). Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne. Warszawa: PWE. [Google Scholar]
  78. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
  79. Martín, O.M. and Cerviňo, J. (2011). Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model. International Marketing Review, 28(6): 530–558, https://doi.org/10.1108/02651331111181402 [Google Scholar]
  80. Prendergast, G.P., Tsang, A.S.L. and Chan, Ch.N.W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2): 180–188, https://doi.org/10.1108/07363761011027277 [Google Scholar]
  81. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  82. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  83. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  84. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]
  85. Andéhn, M. and L’Espoir Decosta, P. (2016). The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect. International Marketing Review, 33(6): 851–866, https://doi.org/10.1108/IMR-05-2015-0137 [Google Scholar]
  86. Andéhn, M., Nordin, F. and Nilsson, M.E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of-origin effect research. Journal of Consumer Behaviour, 15(3): 225–238, https://doi.org/10.1002/cb.1550 [Google Scholar]
  87. Balabanis, G. and Diamantopoulos, A. (2011). Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country-of-Origin Image. Journal of International Marketing, 19(2): 95–116, https://doi.org/10.1509/jimk.19.2.95 [Google Scholar]
  88. D’Antone, S. and Merunka, D. (2015). The brand origin meaning transfer model (BOMT): an integrative theoretical model. International Marketing Review, 32(6): 713–731, https://doi.org/10.1108/IMR-09-2013-0175 [Google Scholar]
  89. Eng, T.-Y., Ozdemir, S. and Michelson, G. (2016). Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research, 69(12): 5703–5711, https://doi.org/10.1016/j.jbusres.2016.01.045 [Google Scholar]
  90. Ertmańska, K. (2011). Zachowania konsumenckie – etnocentryzm, internacjonalizm i kosmopolityzm konsumencki. Studia i Materiały Polskiego Stowarzyszenia Zarządzania Wiedzą, 51: 254–266. [Google Scholar]
  91. Figiel, A. (2004). Etnocentryzm konsumencki. Produkty krajowe czy zagraniczne. Warszawa: PWE. [Google Scholar]
  92. Khan, M.A. and Lee, M.S.W. (2014). Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity. Journal of Global Marketing, 27(5): 329–343, https://doi.org/10.1080/08911762.2014.932879 [Google Scholar]
  93. Martín, O.M. and Cerviňo, J. (2011). Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model. International Marketing Review, 28(6): 530–558, https://doi.org/10.1108/02651331111181402 [Google Scholar]
  94. Prendergast, G.P., Tsang, A.S.L. and Chan, Ch.N.W. (2010). The interactive influence of country of origin of brand and product involvement on purchase intention. Journal of Consumer Marketing, 27(2): 180–188, https://doi.org/10.1108/07363761011027277 [Google Scholar]
  95. Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5): 473–485, https://doi.org/10.1108/02651331111167598 [Google Scholar]
  96. Sichtmann, Ch. and Diamantopoulos, A. (2013). The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success. Journal of the Academy of Marketing Science, 41(5): 567–585, https://doi.org/10.1007/s11747-013-0328-7 [Google Scholar]
  97. Szromnik, A. and Wolanin-Jarosz, E. (2013). Diagnoza poziomu etnocentryzmu konsumenckiego Polaków z wykorzystaniem metody CETSCALE. Konsumpcja i Rozwój, (1): 98–111. [Google Scholar]
  98. Usunier, J.-C. (2011). The shift from manufacturing to brand origin: suggestions for improving COO relevance. International Marketing Review, 28(5): 486–496, https://doi.org/10.1108/02651331111167606 [Google Scholar]

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APA style

Baran, Radosław (2018). Baran, R. . (2018). Characteristics of Cosmetics Brands by Country of Origin According to the Opinion of Polish Consumers. Central European Management Journal, 26(3), 2-13. https://doi.org/10.7206/jmba.ce.2450-7814.232 (Original work published 2018)

MLA style

Baran, Radosław. Baran, R. . “Characteristics Of Cosmetics Brands By Country Of Origin According To The Opinion Of Polish Consumers”. 2018. Central European Management Journal, vol. 26, no. 3, 2018, pp. 2-13.

Chicago style

Baran, Radosław. Baran, Radosław . “Characteristics Of Cosmetics Brands By Country Of Origin According To The Opinion Of Polish Consumers”. Central European Management Journal, Central European Management Journal, 26, no. 3 (2018): 2-13. doi:10.7206/jmba.ce.2450-7814.232.

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