Country-of-origin effect or country-of origin effects? Considerations based on the example of Opel

Abstract

THE AIMS OF THE PAPER

The aim of the study is to show through the results of a brand association research that in many cases the country-of-origin effect cannot be simplified to the effect of one country: it is possible that for a product several countries of origin compete with each other. These competing country-of-origin effects need to be emphasized since, when used properly, they can be used for brand positioning.

METHODOLOGY

In the empirical part of the study, some aspects of the country-of-origin effect are examined through the brand Opel. Free and guided associations were collected 2019 online, both for the product category cars – connected to the country of origin – and for the brand name.

MOST IMPORTANT RESULTS

According to the results, Opel is still considered by the respondents as a German brand: they explicitly refer to it as a German brand, and their brand associations also align with those of German car brand. Based on the results and on previous research the paper also points out that the question of country origin can be examined in at least four contexts: original country-of-origin, current country-of-origin, suggested country-of-origin and perceived country-of-origin.

RECOMMENDATIONS

Based on the results, we suggest that emphasizing the dual country-of-origin of Opel (German and French) could be a key component in marketing communications and brand language. Emphasizing dual country origins allows for a unique positioning that combines favorable associations from both countries.