Measuring the joint effect of brand and country image in consumer evaluation of global products

Nebenzahl, Israel D.; Jaffe, Eugene D.

doi:10.1108/02651339610127220

Cited by 132 publications

(91 citation statements)

References 24 publications

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“…Kaynak et al (2000) have shown that COO evaluations in a developing country differ from those in developed countries. Koreans have been found to be more prejudiced than Americans against less favourably evaluated countries (Nebenzahl and Jaffe, 1996). Jaffe and Martinez (1995) report that Mexicans are literally obsessed with USA and Japanese products.…”

Section: Country-of-origin Evaluationsmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

177

125

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Purpose -The purpose of this paper is to provide an in-depth examination of country-of-origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological variables jointly work to explain consumers' COO perceptions. Design/methodology/approach -This is a quantitative study using a drop-off and pick-up survey among three samples of consumers in Canada, Morocco and Taiwan. The final sample size was comprised of 506 male consumers. The data were analyzed using factor analysis to group countries of origin and analyses of variance to relate COO perceptions to the explanatory variables. Findings -The familiarity with products made in a country was the strongest predictor of country perceptions, followed by nationality and the manufacturing process and product complexity dimensions of country evaluation. Canadians had the highest propensity to distinguish between countries of origin on the basis of product technological complexity and manufacturing dimensions and Moroccans the least. Taiwanese appeared to show animosity towards China. Research limitations/implications -The study used an only-male sample from a limited number of countries. Future research should seek to develop a multi-dimensional scale for the familiarity construct. They should also explore the concept of consumer capacity to distinguish between COOs. Cross-national studies using cognitive style scales should be carried out. A qualitative examination of Taiwanese's COO perceptions is also recommended. Practical implications -It seems important to increase consumers' familiarity with a COO and its products to improve its overall perception. Products made in Latin American countries have the lowest level of familiarity in general. Thus, increasing familiarity with their products is particularly important to achieve export success. Originality/value -This study contributes to the marketing and international business literatures and provides insights to international marketers by bringing valuable information that can help make decisions as to where to manufacture and how to promote global products. It provides guidance as to what types of nations are likely to require multi-dimensional information about countries of origin.

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Section: Country-of-origin Evaluationsmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

177

125

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“…Although access to low cost resources may enhance a firm's competitiveness in a global market place, country of origin (COO) has been shown to have an indirect influence on consumer purchasing behaviour (e.g., Berry, Mukherjee, Burton and Howlett 2015;Gurhan-Canli and Maheswarn 2000;Koschate-Fischer, Diamantopoulos and Oldenkotte 2012;Samiee 1994). The COO effect can be differentiated between brand origin and country of production (COP) considering the fact that a poorly perceived country of manufacturing may devalue the brand (e.g., Godey, Pederzoli, Aiello, Donvito, Chan, Oh, Singh, Skorobogatykh, Tsuchiya and Weitz, 2012;Haubl and Elrod 1999;Nebenzahl and Jaffe 1996). For example, a 'Made in China' label has been a subject of debate in terms of perceived product quality and its influence on consumer purchase decision.…”

Section: Introductionmentioning

confidence: 99%

Brand origin and country of production congruity: Evidence from the UK and China

Eng

Ozdemir

Michelson

2016

Journal of Business Research

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The process of manufacturing and marketing international products is increasingly complex and especially for multinational corporations that strive to lower production costs while adapting their products and services to match local preferences. Localization of international business has been shown to generate differing country of origin (COO) effects in terms of the brand origin and country of production (COP) congruity issue. Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization issues particularly when a well known brand is from a developed country and COP is in a developing country. This study extends past studies on the COO effect to examine whether a negative COP affects consumer product perception and consumer purchase decision of a wellknown brand. Hypotheses are tested empirically against survey consumer data from the UK (developed country) and People's Republic of China (developing country) using Sony as a global brand. The main findings show that both brand origin and COP are particularly important for consumers in a developed country in their product evaluations while perceived brand image of a developing country and price are key factors for consumers in a developing country. In addition, knowledge of the extent of consumer ethnocentrism can be a major determinant for branding decisions related to using product information cues about country of production and/or an international brand image.

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“…Literature suggests that COO is a latent factor that assists product evaluation made by consumers (Ahmed and d'Astous, 2004;Kaynak et al, 2000;Nebenzahl and Jaffe, 1996;Srikatanyoo and Gnoth, 2002). Pappu et al (2006) said that brand equity changes as per the change in COO of the product, further argues that marketing managers who operates in the international arena must comprehend the importance of incorporating COO for brand equity measurement.…”

Section: Country Of Originmentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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Measuring the joint effect of brand and country image in consumer evaluation of global products

Cited by 132 publications

References 24 publications

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Brand origin and country of production congruity: Evidence from the UK and China

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

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