An Experiment on the Salience of Country-of-Origin in the Era of Global Brands

1993 ◽  
Vol 1 (1) ◽  
pp. 57-76 ◽  
Author(s):  
David K. Tse ◽  
Gerald J. Gorn
Keyword(s):  
Country Of Origin ◽  
Product Evaluation ◽  
Consumer Product ◽  
General Notion ◽  
Brand Name ◽  
Global Brands ◽  
Global Brand ◽  
Country Of Origin Effects ◽  
Before And After ◽  
Origin Effect

This study investigates the salience of country-of-origin effects in an era when firms are globalizing their operations. Country-of-origin (positive or negative) and global brand name (internationally known or new) were manipulated in a 2 by 2 design in which subjects’ evaluations were obtained both before and after they tried a product. In contrast to the general notion that a well-known global brand will override the country-of-origin effect, we found the country-of-origin to be an equally salient and more enduring factor in consumer product evaluation. The findings provide some implications for marketing managers in their global product strategy.

Global identity strategy and its efficacy for Asian brands

2016 ◽  
Vol 28 (5) ◽  
pp. 862-877 ◽  
Author(s):  
C. Min Han
Keyword(s):  
Country Of Origin ◽  
Brand Identity ◽  
Global Identity ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Global Brand ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
Practical Implications

Purpose 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. Design/methodology/approach 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. Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects. Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands. Practical implications 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. Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.

Country of Origin Effects

2017 ◽  
pp. 1434-1458
Author(s):  
Nick Clifton
Keyword(s):  
Country Of Origin ◽  
Future Research ◽  
Illustrative Case ◽  
City Branding ◽  
Policy Makers ◽  
Holistic View ◽  
International Context ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
Origin Effect

This chapter develops the concept of the county of origin effect, and explores how linkages between place and product may impact upon it. Country-of-origin research has tended to focus upon how geographical associations may assist the marketing of certain products (halo effects) and indeed protect brand images from negative place-based associations (shield effects). We seek to develop these ideas by investigating the existence of branding spillovers in the opposite direction i.e. from product to regional image. Thus we argue in favour of a more ‘holistic' view of country-of-origin effects. This is done using the illustrative case of Wales. The chapter then seeks to explore the resulting implications for city branding practitioners and policy-makers, and to speculate upon how the observed linkages between place and product can also lead to broader insights in terms of city branding in the international context. Finally how the findings presented might contribute to future research attempts on city branding is considered.

scholarly journals Assessing Country-Of-Origin Effects: The Impact Of An International Event

2011 ◽  
Vol 21 (3) ◽  
Author(s):  
Yoon C. Cho ◽  
Joseph Ha
Keyword(s):  
Country Of Origin ◽  
Brand Name ◽  
Font Size ◽  
Prior Beliefs ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
International Event ◽  
The Impact ◽  
Made In

<p class="MsoNormal" style="text-justify: inter-ideograph; text-align: justify; margin: 0in 0.6in 0pt 0.5in;"><span style="font-size: 10pt; mso-bidi-font-style: italic;"><span style="font-family: Times New Roman;">This study is to investigate how consumers&rsquo; attitudes toward brands/products manufactured by a country are affected by an international event. Authors explored that consumers&rsquo; attitudes toward brand &ldquo;made in ___&rdquo; are affected by various constructs, such as prior beliefs about the products&rsquo; attributes, the country&rsquo;s image along with the brand name, and attitudes toward the advertising during an international event. </span></span></p>

Consumer Perception of Product Quality and the Country-of-Origin Effect1

1994 ◽  
Vol 2 (2) ◽  
pp. 49-62 ◽  
Author(s):  
Gregory R. Elliott ◽  
Ross C. Cameron
Keyword(s):  
Product Quality ◽  
Consumer Choice ◽  
Country Of Origin ◽  
Positive Influence ◽  
Brand Name ◽  
Product Categories ◽  
Foreign Products ◽  
Marked Preference ◽  
Technical Features ◽  
Origin Effect

Consumer attitudes to local and foreign products and the likely “country-of-origin” effect in “Buy Local” and “Made In …” campaigns are surveyed. First, the importance of country of origin in relation to other product attributes is considered. Second, country of origin is assessed as a surrogate indicator of product quality. Third, the likely effect of country of origin on consumer choice across a range of product categories is studied with brand name and price held constant. Across the product categories studied, respondents rated country of origin as significantly less important as a choice determinant than product quality and price. In addition, clear country-of-origin effects are identified. Consumers rate products as being of significantly different quality when the only variation between products is stated country of origin. Further, consumers express a marked preference for locally made products when price, technical features, and brand name are invariant, and where the locally made product is perceived to be superior or, at least, not significantly inferior to an overseas-made product. Where the locally made product is perceived to be of inferior quality to the imported product, consumers generally prefer an imported product. Thus, while consumers rate country of origin after product quality and price, when these other factors are equivalent, the fact that the product is promoted as locally made is a positive influence on product choice.

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