Förslag till vidare forskning

Genom åren har en hel del forskning gjorts kring Country of Origin som koncept. Detta eftersom det dels finns flertalet intressanta aspekter av fenomenet att undersöka, dels då det är ett koncept som kan förändras över tid allt eftersom länder utvecklas och världen fortsätter globaliseras. Country of Origin är vidare något som alltid kommer vara viktigt för företag att ta i beaktande i bland annat sin marknadsföring, vare sig det rör sig om att betona produktens ursprungsland för att åstadkomma en positiv attityd hos konsumenten, eller att snarare tona ned informationen om ursprungslandet i de fall då det kan påverka konsumentens värdeuppfattning negativt.

Då världen under skrivandet av denna uppsats var drabbad av en global coronapandemi är det rimligt att tro att konsumenters attityder påverkas av detta, om än inte till specifika länder så kanske attityden till globalisering generellt kan ha påverkats som följd av denna pandemi. Detta gör det

intressant att undersöka denna påverkan på till exempel konsumenters etnocentrism närmare framöver, då pandemin är över och världen har återhämtat sig.

Vidare kan det genom att erhålla ett större urval med jämnare åldersfördelning vara intressant att undersöka attityd och värdeuppfattning av varor med olika ursprungsländer för konsumenter med exempelvis varierande inkomst- eller utbildningsnivå.

Det kan även vara intressant att närmare utforska det samband gällande varumärkens inverkan på Country-of-Origin-effekten som sågs i denna studie vad gäller produkter med olika engagemangsnivå. Är det verkligen så att svenskars värdeuppfattning av produkter med lägre engagemangsnivå påverkas annorlunda av produkters varumärken jämfört med högengagemangsprodukter?

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