Abstract
The market for cosmetics has shown considerable growth in recent years, particularly driven by emerging markets. Many cosmetic brands are present in these countries, competing with French products, which are renowned worldwide. This reputation is mainly based on France’s iconic image built through its premium brands. In our research, we question the relevance of the country of origin in the process of consumer decision making and ask representatives of the French cosmetics sector about their assessment. Our overarching research question is: Does the country of origin allow cosmetics to differentiate themselves in the globalized and highly competitive world markets?
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Bilkey W. J., & Nes E. (1982). Country-of-Origin Effects on Product Evaluation. Journal of International Business Studies, 13, 89–99.
Chao P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product. Journal of International Business Studies, 24 (2), 291–306.
Euromonitor. Beauty and Personal Care, <http://www.portal.euromonitor.com/Portal/Pages/Magazine/IndustryPage.aspx>, May 11, 2013.
Godey, B., Pederzoli, A., Aiello, G. & Donvito, R. et al. (2012). Brand and Country-of-Origin Effect on Consumers’ Decision to Purchase Luxury Products. Journal of Business Research, 65 (10), 1461–1470.
Han M. C. (1989). Country Image: Halo or Summary Construct. Journal of Marketing Research, 25, 222–229.
Han M. C. (1990). Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24–40.
Josiassen A., & Harzing A. W. (2008). Descending from the Ivory Tower: Reflections on the Relevance and Future of Country-of-Origin Research. European Management Review, 5 (4), 264–270.
Kapferer J. N. (2011). France: Pourquoi penser marque? Revue française de gestion — N° 218–219, 13–23.
Koromyslov M. (2011). Le « Made in France » en question. Revue française de gestion — N° 218–219, 107–122.
Kotler P., & Gertner D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Marketing Perspective. Journal of Brand Management, 9, 249–261.
L’Oréal Finance (2012). L’Oréal Rapport d’activité 2012, Ìhttp://www.loreal-finance.com/_docs/pdf/rapportannuel/2012/LOREAL_Rapport-Activite-2012_FR.pdfÝ; accessed August 12, 14.
Lou T, & Davies G. (2006). Branding China: The Ultimate Challenge in Reputation Management. Corporate Reputation Review, 9 (3), 198–210.
Loussaief L. (2004). La sensibilité du consommateur à l’origine nationale perçue des marques: une variable modératrice de l’effet de l’image d’un pays sur la qualité perçue d’un produit, 2oème Congrès de l’AFM — Saint-Malo.
Marketline. Industry Profile Global Skincare November 2012. http://www.marketline.com/sectors-and-roles/marketing/> accessed May 10, 2013.
Nagashima A. (1977). A Comparative ‘Made-in’ Product Image Survey among Japanese Businessmen. Journal of Marketing, 41, 95–100.
Nebenzahl I. D., Jaffe E. D., & Lampert S. I. (1997). Towards a Theory of Country Image Effect on Product Evaluation. Management International Review, 37, 27–49.
Norjaya M. Y., Mohd N. N., & Osman M. (2007). Does Image of Country-of-Origin Matter to Brand Equity?. Journal of Product & Brand Management, 16 (1), 38–48.
Ramo J. C. (2007). Brand China. London: Foreign Policy Centre.
Roth, M. S. & Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23 (3), 477–497.
Shirin K., & Kambiz H. (2011). The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions. Chinese Business Review, 10 (8), 601–615.
Srikatanyoo N., & Gnoth J. (2002). Country Image and International Tertiary Education. Journal of Brand Management, 10 (2), 139–148.
Tseng H. T, & Balabanis G. (2011). Explaining the Product-Specificity of Country-of-Origin Effects. International Marketing Review, 28 (6), 581–600.
Usunier J. C. (2006). Relevance in Business Research: The Case of Country-of-Origin Research in Marketing. European Management Review, 3, 60–73.
WWD. WWD Beauty Inc’s Top 100: The Top 10. Ìhttp://www.wwd.com/beauty-industrynews/financial/wwd-beauty-incs-top-100-the-top-10–6142686Ì accessed May 13, 2013.
Editor information
Editors and Affiliations
Copyright information
© 2015 Manon Rebufet, Leila Loussaief, and Sabine Bacouël-Jentjens
About this chapter
Cite this chapter
Rebufet, M., Loussaief, L., Bacouël-Jentjens, S. (2015). Does the Country of Origin Matter for Cosmetics? The “Made in France” Argument. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_4
Download citation
DOI: https://doi.org/10.1057/9781137492265_4
Publisher Name: Palgrave Pivot, New York
Print ISBN: 978-1-349-50458-9
Online ISBN: 978-1-137-49226-5
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)