The Effect of Ethnocentrism and Image of Asian Industrialised Countries on Perceived Relative Quality

The halo effect of foreign brands on the misclassification of local brands

“…This contributes to consumers' belief that there are no strong or reputable brands. Sulhaini and Mulyono (2015) found that Indonesian consumers perceived locally made electronic products to be of lower quality than products from those industrialised Asian countries. The current study suggests that this negative perception leads consumers to misclassify local brands.…”

“…A review of the literature shows that consumers in developing countries often view locally made products as inferior (Sulhaini, 2016). This can be seen, for example, in Indonesia, where the country is perceived by consumers-both domestic (Sulhaini and Mulyono, 2015;Sullhaini and Sagir, 2015) and international (Chu et al, 2010)-as producing inferior electronic products. Since a country's image affects consumers' attitudes towards both products and brands from that particular country (Mandler et al, 2017), it is reasonable to assume that, when consumers hold an inferior image of their country, they will have an inferior image of local brands.…”

“…These countries are known globally as Asia's main industrialised countries and have become symbols of Asian development in terms of technology, industry and economy. These countries enjoy a favourable image as a source of good-quality electronic products (Sulhaini and Mulyono, 2015).…”