Search results

Consumer knowledge has frequently been mentioned in the literature as a potential mediating factor in consumers’ use of country of origin as a product information cue. However, there is little agreement on the appropriate definition and measurement of consumer knowledge in this context, nor on the likely direction of its impact. Reports of empirical findings concerning the issue are even scarcer. Looks at various dimensions of consumer knowledge and how they impact on consumers’ use of the country of origin cue in evaluations of alcoholic beverages. Finds that neither brand familiarity nor objective or subjective product knowledge has a general main effect on consumers’ use of the country of origin cue but there are significant interaction effects. Shows that objective product class knowledge can, under certain circumstances, increase consumers’ reliance on country of origin when evaluating products with unfamiliar brand names but not with familiar brand names.

The main purpose of the study is to extend Schaefer's paper by investigating how different dimensions of consumer knowledge may affect country of origin cues with an Australian sample.

A self‐administered mail survey was used in this study. The main sample consisted of Australian residents who are aged 18 and above and may or may not be alcoholic drinkers. The mailing list was purchased from a local council consisting of a suburb of metropolitan Perth, Western Australia. The total usable response rate was 38.7 per cent.

The results indicated that country of origin cues affect Australian consumers in beer evaluations despite its weak influences. It suggested that brand familiarity and objective product knowledge mediate the extent to which consumers relied on country of origin in product evaluation. However, the study found inconsistent results between different levels of objective knowledge and its effects on country of origin of manufacture.

The paper replicates Schaefer's with extensions. Despite the inconclusive results, objective product‐country knowledge, to some extent, may distort country of origin influences on consumers. This finding yields some insight for the efficiency in market segmentation. By segmenting consumers on different levels of knowledge, the marketers will subsequently make a better decision of how brand and country of origin should be managed.

The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers.

Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups.

In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects.

The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands.

The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects.

This study examines an unexplored issue of country-of-origin effects for global brands.

Describes an effort to explore the relationship between objective measures of product quality and country of origin. Consumers Union ratings of automobile maintenance performance are used as objective quality measures. Effects were examined when considering three different functions: location of headquarters, origin of parts and place of assembly. Price‐quality relationships were estimated and compared. Finally, a subjective measure of automobiles (owner satisfaction) was compared with the objective measure, across all cases and by country of origin. Results revealed objective quality comparisons differed. Both the price‐objective quality relationships and differences in objective versus subjective quality ratings varied between foreign and US vehicles. Examining the objective quality – country of origin relationship via different country of origin measures offers marketers insight in understanding the basis for apparent preferences found in some perceptual studies.

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.

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.

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.

Consumers′ perceptions of quality for apparel products from five countries of origin are studied from the perspective of congruity theory. Utilising random digit dialling, telephone interviews were obtained from households throughout the United States. Findings suggest that different countries of origin have various effects on consumers′ quality perceptions, with the magnitude of such an effect tending to reflect the country of origin′s level of industrial development. The least industrialised country, Costa Rica, had the most negative impact on perceived quality. Conversely, with the USA and Italy being more industrialised countries, association with apparel made in the USA usually had a positive influence on the quality image, while Italy′s influence was more neutral. Therefore, this study provides retailers with an additional perspective when sourcing their apparel products through the examination of the relationship between consumer perception of apparel quality and a country of origin′s level of industrial development.

An experimental design is used to examine the effect of products’ country‐of‐origin on first‐mover advantage. Specifically, focuses on the effects of favorable/unfavorable country‐of‐origin on first‐mover advantage, as well as its effects with regard to “early followers” and “late followers”. The results have direct implications for products entering international markets as a first mover, “early” follower, or “late” follower. Results indicate that with increasing number of competitors entering an international market, a product’s favorable country image begins to lose its strategic importance. Consequently, the pursuit of first‐mover advantage may be more relevant than a positive country‐of‐origin effect. Also, the results suggest that for products from countries with a less than favorable image, it may be more useful to be a “follower” than a “first‐mover” because the advantage of being first in a market can be negated by the unfavorable country‐of‐origin effect.

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in providing international strategists meaningful aids for obtaining wanted “made in” designations. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the US marking statutes. Explanations of the tests, with practical examples, are provided to enhance marketing practitioners’ abilities for integrating country‐of‐origin markings into overall global strategic design.

The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity.

To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and air‐conditioners, in the Malaysian market is examined. A conceptual framework in which brand's country‐of‐origin image is postulated to influence the dimensions of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations. These dimensions, in turn, influence brand equity. Data were collected from consumers of household electrical appliances using probability sampling.

Factor analysis conducted on brand equity dimensions, produced three factors namely, brand distinctiveness, brand loyalty, and brand awareness/associations. The regression analysis results show that brand's country‐of‐origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country‐of‐origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty and brand awareness/associations.

The study investigates brand equity of durable goods of three product categories namely television, refrigerator and air‐conditioner. It only considers brand's country‐of‐origin image as one of the sources of brand equity. The conceptual framework does not take into consideration factors that moderate the influence of antecedent of brand equity on brand equity.

Producers of household electrical appliances should put greater emphasis in creating brand loyalty for their products. The good image of brand's original country should be highlighted in order to enhance the overall image of the brand. Favorable country image can also be capitalized in brand‐naming strategy.

This is paper important in identifying the sources of brand equity.

The purpose of this paper is to broaden the external validity of the “brand alliance” theory, as it is set up by Simonin and Ruth, by analysing transnational brand alliances. It aims to discuss the significance of country of origin in this context.

Based on a broad literature review of the brand alliance and country of origin literature the authors conducted an empirical study that examined consumer attitudes towards cross‐national brand alliances.

The findings demonstrate the role that the relationship between country of origin fit and brand fit plays in predicting consumer attitude towards cross‐border brand alliances; and that when brand familiarity decreases, the positive influence of country of origin fit on attitudes towards the brand alliance increases, and is greater than that of brand fit.

The degree of importance that consumers place on each product in the brand alliance was not taken into account. Future research could also analyse product categories that have strong country of origin associations (e.g. German beer or French pastries) or that belong to the low involvement category.

An interesting result for managers when they set up a cross‐national brand alliance, as the study demonstrates the importance of brand familiarity and of country of origin fit.

The findings replicate those of Simonin and Ruth, which is a useful result because their findings might be attributed also to cross‐boarder alliances. The study represents a noteworthy extension of previous research by introducing a new variable, the “country of origin fit.”