Sorbello, A., & Karsaklian, E.
(2016). Residual Impacts of COO in Cultural Festivals: A Case Study of Italian
Week in Australia. Journal of
International Management Studies, Volume 16 (Issue 1), pp. 45-60.
June 13, 2016
Abstract
Controversial findings in COO (Country of
Origin Effect) research state that it influenced consumer
behaviour while others stated the opposite. However, no research has been
conducted to study the impact of emotional engagement in regards of consumer
purchase behaviour during Festivals. This research aims thus to study COO
effect on consumption behaviour thanks to emotional engagement as well as its
residual effect in the case of Italian Week in Australia. This research was
composed of two studies. Thanks to a qualitative study based on semi-structured
interviews generated a list of key factors leading respondents to establish
emotional engagement with Italian culture. Next, the key factors
generated by the qualitative phase of our research were quantified through an
online survey with 282 respondents.
Results from this research indicate that thanks to COO, Italian Week is able to
generate emotional engagement which in turn enhances the residual effect of the
festival and its impact on attendees’ consumption behaviour. The positive
country of origin effect towards Italy enables Festivals such as Italian Week
to target Italy lovers thanks to marketing activities highlighting Italian
brands and services and developing emotional engagement. This research explores
an unstudied field in international marketing, more specifically in the COO
effect field. Research about COO has focused on products and brand consumption
to date and none has analysed the impact of COO in services, specifically
regarding cultural festivals.
Keywords: Italy, country of origin,
stereotypes, Italian Week, cultural festivals
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