Nation Equity: Integrating the Multiple Dimensions of Country of Origin Effects

Maheswaran, Durairaj; Chen, Cathy Yi; He, Junhong

doi:10.1108/s1548-6435(2013)0000010010

Cited by 27 publications

(43 citation statements)

References 91 publications

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“…Information about where the products were made influences consumers' perception towards the brand, and positive preconceptions about country-of-origin will increase the brand's value (Lindstorm, 2005). However, consumers' opinions about countries may be unrelated to the product features and have roots in macro factors such as history, culture, and politics (Maheswaran, Chen, & He, 2013). For instance, issues such as human rights violence, child labour and low manufacturing costs, can blur the perception towards the features of the product (Muchbalcher et al, 1999;Paswan and Sharma, 2004).…”

Section: Inconsistency Between Product and Brand Originmentioning

confidence: 99%

Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin

et al. 2013

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With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin information on the perception of Generation Y towards international fashion brands. This study was conducted in the context of fashion products, one of the key interests of the Generation Y, and covered a sample population of twenty one countries. As Generation Y are internet savvy, this study was conducted by using semi-structured interviews in an online chat room and structured email interviews. 53 interviews were conducted with the participants from Generation Y cohort. This study highlighted that most Generation Y ignored country-of-origin information. This study explored the reasons why Generation Y ignored or paid attention to the country-of-origin information. It brings valuable insight to international fashion marketers about how country-of-origin information influences the Generation Y’s perception towards international fashion brands. Qualitative studies which investigate the perception of Generation Y towards country-of-origin of international fashion brands are scarce. Thus, this study can contribute to the development of research into country-of-origin and Generation Y.

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Section: Inconsistency Between Product and Brand Originmentioning

confidence: 99%

Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin

et al. 2013

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“…These single-dimension studies have inclined to diminish the practical use of the findings, leaving gaps to be addressed in the literature as it hardly provides suggestions for an organization to work with, i.e., whether the consumer purchase intention is based on performance equity or the emotional dimension. However, contemporary literature pinpoints COE as a multi-dimensional construct and claims that future studies on COE should ideally look at investigating these multiple dimensions and their impact on consumer purchase intention (Maheswaran & Chen, 2009;Maheswaran, Chen, & He, 2013) in order to gain a comprehensive understanding of the concept and its consequences for the discipline of international marketing. With this in mind, this paper aims to investigate the impact of COE on consumer purchase intentions, bundling both performance equity (PE) and emotional equity (EE) using Sri Lankan consumer perceptions of products made in India.…”

Section: Introductionmentioning

confidence: 99%

Impact of Country of Origin Effect (Coe) on Consumer Purchase Intentions

Dharmadasa¹,

Wijewardena²

2019

IJoBM

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With the increasing trend of globalization, there is an influx of foreign goods and services into a country and therefore the country of origin effect (COE) is significantly becoming a more important driver in consumer purchase intentions. Highlighting two dimensions of COE, namely, performance equity and emotional equity, this study examines the impact of COE on consumer purchase intentions in favour of Indian made products of Sri Lankan consumers. Further, the study investigates whether purchase intentions in favour of Indian made products differ based on the ethnicity of the consumer. Data collected from 321 students selected from a cohort of postgraduates in business management from the University of Colombo, Sri Lanka, were analyzed using hierarchical regression and ANOVA with Tukey's HSD test. Moreover, factor analysis with Varimax Kaiser Normalization was employed to generate the factors. Results indicate that both emotional and performance dimensions significantly influence consumer purchase intentions in favour of Indian made products. With regard to ethnicity, the results show that there exists a difference between Sinhalese and Tamils in their preference for Indian made products.

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“…-Avenues for future research focused on employing solid theories to COO studies and developing an integrative approach to underscore the COO effect, considering both brand origin (BO) and country of manufacture (COM). Andéhn and L'espoir Decosta (2018), Bartikowski et al (2019), Bhaskaran and Sukumaran, (2007), Fang and Wang (2018), Felix and Firat (2019), Herz and Diamantopoulos (2013), Herz and Diamantopoulos (2017), Johnson et al (2016b), Lee and Lee (2011), Liu et al (2018), Loureiro and Kaufmann (2017), Lu et al (2016), Maheswaran et al (2013), Pharr (2005), Samiee (2011), Usunier (2006), Usunier (2011).…”

Section: Main Themesmentioning

confidence: 99%

“…Overall, COO research has examined this effect, that is, it has investigated if, how, and to which extent country of origin can influence consumers' behavior. This field has explored strategies that consumers use when evaluating products and services based on their country perceptions associated with the product (Maheswaran et. al, 2013).…”

Section: Conceptualizationmentioning

confidence: 99%

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The influence of changes in brand origin and country of manufacture on willingness to pay for a brand: an experimental study with Brazilian consumers

Montanari¹

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Nation Equity: Integrating the Multiple Dimensions of Country of Origin Effects

Cited by 27 publications

References 91 publications

Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin

Runway logic: "Y" Generation Y prefer fashion brand over country-of-origin

Impact of Country of Origin Effect (Coe) on Consumer Purchase Intentions

The influence of changes in brand origin and country of manufacture on willingness to pay for a brand: an experimental study with Brazilian consumers

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