Anais
Resumo do trabalho
Marketing · Varejo, Omni-Channel, Serviços, Franquia e B2B
Título
Country of Origin on B2B Automotive Aftermarket: A Scoping Review
Palavras-chave
Country-of-origin
automotive
industrial marketing
Agradecimento:
This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – Brasil (CAPES) – Finance Code 001.
Autores
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Igor Jordão CruzetaEscola Superior de Propaganda e Marketing (ESPM)
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MARCIO ANDRÉ BELCHIOR JUNIOREscola Superior de Propaganda e Marketing (ESPM)
Resumo
Introdução
The globalization of markets has increased the relevance of country-of-origin (COO) effects, particularly in the automotive industry, where perceptions of product quality and reliability are linked to the product’s country of manufacture.
Problema de Pesquisa e Objetivo
This paper conducts a scoping review to explore how the COO effect is studied within the context of the B2B automotive aftermarket. The aim of the research is to map existing literature, identify gaps, and provide insights for future studies.
Fundamentação Teórica
The review draws on key theoretical foundations which discuss the significance of COO in industrial purchasing decisions, and more recent contributions focusing on B2B marketing and the impact of COO on product and supplier evaluations. The literature shows that COO influences buyer perceptions in terms of quality, risk, and supplier trust, particularly in high-risk procurement scenarios.
Discussão
Methodologically, the scoping review followed the PRISMA-ScR protocol, analyzing 142 records from Scopus and Web of Science. Only four studies focusing on the COO effect in the B2B automotive market were identified, indicating a lack of research in this area.
Conclusão
The review highlights a gap in studies addressing branding, cultural factors, and trade marketing within the B2B automotive sector.
Contribuição / Impacto
This paper presents an overview of COO studies in automotive B2B markets and emphasizes the need for further research to understand how COO influences purchasing decisions in this industry.
Referências Bibliográficas
Bilkey, W. J., & Nes, E. (1982). Country-of-Origin Effects on Product Evaluations. Journal of International Business Studies, pp. 89-100.
Brasil. (2017). Setor Automotivo. Retrieved 10 06, 2023, from Ministério da Economia: http://mdic.gov.br/index.php/comercio-exterior/exportacao/cotas-de-exportacao/105-assuntos/competitividade-industrial/2972-setor-automotivo
Silva, M. V., & Giraldi, J. d. (2016). An Evolutionary Overview of the Joint Researches on B2B Marketing and COO Effect. Journal of Management Research, 8(4).
Brasil. (2017). Setor Automotivo. Retrieved 10 06, 2023, from Ministério da Economia: http://mdic.gov.br/index.php/comercio-exterior/exportacao/cotas-de-exportacao/105-assuntos/competitividade-industrial/2972-setor-automotivo
Silva, M. V., & Giraldi, J. d. (2016). An Evolutionary Overview of the Joint Researches on B2B Marketing and COO Effect. Journal of Management Research, 8(4).