The Country of Origin Effect on consumers’ purchase likelihood, willingness to pay and evaluation of cause related products Previous studies suggested that former belief about the country of origin have a role in orienting consumers purchasing decisions. The purpose of this research is to investigate the extent to which the effectiveness of a cause related marketing program (CRM) might be influenced by previous belief about the product country of origin. The study consists of an experimental 2X2 between subjects design. Results show significant interaction between previous convictions about a country in defi- ning consumer willingness to pay for the cause related product, their purchase intention and a main effect of the country social involvement on consumers confidence in CRM program.
Keywords: Cause related marketing, country of origin effect, consumer behaviour, willingness to pay, purchase likelihood, experimental design.