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Country‐of‐manufacture effects for known brands

Michael K. Hui (Department of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong)
Lianxi Zhou (Department of Consumer Studies, University of Guelph, Ontario, Canada)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 February 2003



This paper examines the differential effects of country‐of‐manufacture information on product beliefs and attitudes for brands with different levels of brand equity. Results show that when there is congruence between brand origin and country of manufacture (e.g. a Sony television that is made in Japan), the latter information has no significant effect on product beliefs and global product attitude. When country‐of‐manufacture information indicates that a branded product is made in a country with a less reputable image than that of the brand origin (e.g. a Sony television that is made in Mexico), the information produces more negative effects on product evaluations for low equity brands than high equity brands. These results can be attributed to two different perceptual processes through which incongruent country‐of‐manufacture information affects product evaluations for brands with different levels of brand equity.



Hui, M.K. and Zhou, L. (2003), "Country‐of‐manufacture effects for known brands", European Journal of Marketing, Vol. 37 No. 1/2, pp. 133-153.




Copyright © 2003, MCB UP Limited

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