Country of Origin, Covid-19 Vaccine and the Future of Travel: a Preliminary Study in Iran

Authors

DOI:

https://doi.org/10.34019/2238-2925.2021.v11.33332

Abstract

Country-of-origin is one of the most crucial aspects of a brand's success. Country-of-origin has a significant impact on how brands are perceived, especially in terms of the promise of quality they deliver. While different countries have announced vaccines, there has been a global hesitation to buy into those claims. Successful adoption of a successful vaccine is critical to re-launching global travel and the leisure economy. In this article, we discuss the importance of country of origin in products getting the trust needed for them to succeed – particularly a vaccine for Covid-19. A preliminary survey was conducted among 662 Iranian social media users, directly on LinkedIn and also via a Google survey instrument. Germany merged to be the iconic symbol of quality and transparency and respondents felt confident that they would not hesitate to be subjected to a German made vaccine. Germany is globally perceived as a quality leader in high technologies and medicine and Iranians concurred with this belief.

 Keywords: Country of origin; Branding; Vaccine; Covid-19; Tourism; Iran.

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Author Biographies

Sara Mirzaee, Vision Creative Group Agency, Iran

DBA / SMCU (2014), is an internationally renowned business consultant and coach based in Iran. She is also a visiting professor at several universities. Her primary research interest is in understanding subliminal layers of consumer choice. Her doctoral research examined the role of archetypes in buyer behavior. She has authored more than ten books on various dimensions of marketing and business management. CV: https://orcid.org/0000-0001-5928-6072  [ saramirzaee@hotmail.com ]

Reyhaneh Jalalinejad, Consultant on Product Development and Management in the FMCG Industry

MBA / UT, is an FMCG marketing professional. As a consultant, she serves multiple industry vertices. She has got specific expertise in product development and management in the FMCG industry. CV: https://orcid.org/0000-0003-0974-2425  [ Reyhane.jalalinejad@gmail.com ]

Babu George, Dean in the School of Business of Christian Brothers University, USA

PhD / GU (2006), DBA / SMCU (2016), EdS / FHSU (2019), is Professor of International Business and Associate Dean in the School of Business of Christian Brothers University, USA. More recently, he has studied extensively the crisis management challenges during Covid-19 and has published several books and monographs on this topic.  CV: https://orcid.org/0000-0002-2791-828X  [ bgeorge@cbu.edu ]

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Published

2021-02-08

How to Cite

Mirzaee, S. ., Jalalinejad, R., & George, B. . (2021). Country of Origin, Covid-19 Vaccine and the Future of Travel: a Preliminary Study in Iran. Anais Brasileiros De Estudos Turísticos - ABET, 11. https://doi.org/10.34019/2238-2925.2021.v11.33332