National Equity Research: Country Of Origin As A Stereotype

National Equity Research
Students Name
University Affiliation
Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of consumer research, 21(2), 354-365.
The article seek to demystify the consumer view of different countries across the world based on the goods and services they offer. There some countries that are well known for their unique aspects they possess such as Norwegian Salmon is known for quality. The article is therefore a think tank of professionals working all over the world that seek to understand the effect of the goods and services offered by a country to consumers. The most interested category of people in this article would be marketers because the survey through the national equity effect measure the consumer effects on the quality of goods and services offered. The national equality research has gone ahead to describe the goodwill associated with a country as a nations equity.
The macro factors in a country are a huge contributor to the nation equity may they be political, economic or social. They control the perception people have towards a certain product in a certain country. The effect associated with these non product developments may be positive or negative. The countries viewed by consumers according to this article as equity are associated with both the cognitive and affective components that enable the companies in these countries align themselves better. It is true that the macro environment has a direct effect on the business, the forces are so strong that they can increase or decrease a need for a product. Therefore deepening on the consumers the country will either improve its GDP through economic growth or slide into economic oblivion.
A country with a high nation equity effect has a higher likelihood for welcoming more business people as well as the academicians to understand their success. In this case this article deals with professionals in business world that carry out comprehensive study on the influence of perceptions on a product and then to a country. The advent of globalization has enabled this study to happen and increase trade among different countries. The trade barriers have been broken allowing consumers access to products all over the world therefore perception and stereotyping has becoming another important aspect of marketing. The consumers have become much more specific with their products, the age distribution is changing very fast as well...