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Canada Taiwan differences in product-country perceptions

SADRUDIN AHMED (Telfer School of Management, University of Ottawa, Ottawa, ON, Canada)
Alain d'Astous (Department of Marketing, HEC Montreal, Montreal, QC, Canada)

International Journal of Commerce and Management

ISSN: 1056-9219

Article publication date: 2 March 2015




The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions.


This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers in Canada and 153 in Taiwan. The data were analyzed using t tests and Spearman non-parametric correlations.


The results indicate that product complexity and manufacturing process moderate country-of-origin perceptions. In addition, differences in product-country familiarity, travel distance and national consumer characteristics like ethnocentrism, patriotism, animosity and cultural/linguistic affinity are significantly associated with cross-national differences in country-of-origin perceptions. Cultural distance was not related to cross-national differences.

Research limitations/implications

Because this study was based on consumer perceptions of a limited number of countries, carried out in only two country locations using a product-based-only evaluation of country of origin, firm conclusions cannot be drawn. Additional studies should be conducted with a larger number of stimulus countries and include macro, attitudinal evaluations of country of origin.

Practical implications

The results show that manufacturing process and product technological complexity factors may be used globally in promotion and location decisions. It seems important to increase consumers’ familiarity with a country of origin and its products to improve its overall perception.


This study contributes to the marketing and international business literature and provides insights to international marketers at understanding the reasons why countries may hold different perceptions of a country of origin.



AHMED, S. and d'Astous, A. (2015), "Canada Taiwan differences in product-country perceptions", International Journal of Commerce and Management, Vol. 25 No. 1, pp. 38-51.



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