Country of origin, national loyalty and product choice

Bruning, Edward R.

doi:10.1108/02651339710159215

Cited by 130 publications

(112 citation statements)

References 38 publications

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“…Balabanis et al (2001) have discussed the role of ethnocentrism in global product evaluations. Research on consumer ethnocentrism and national loyalty indicates that attitudes are affected by one's sense of loyalty to the nation and to other macro-oriented groupings (Bruning, 1997). Studies have shown that consumers tend to perceive their country's products more favourably than do consumers in different countries (Balabanis and Diamantopoulos, 2004;Elliott and Cameron, 1994;Hsieh et al, 2004).…”

Section: Country-of-origin Evaluationsmentioning

confidence: 99%

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

Ahmed

d’Astous

2008

International Marketing Review

176

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

176

125

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“…This situation is not particularly unusual given the strength of national and regional carriers in so many markets. Where this strength is related to country-of-origin effects it raises the question of how the desire of consumers to support a particular national carrier is affected by the carrier's decision to join forces with other airlines (Bruning 1997).…”

Section: Limitations and Extensionsmentioning

confidence: 99%

The benefits of airline global alliances: an empirical assessment of the perceptions of business travelers

Goh

Uncles

2003

Transportation Research Part A: Policy and Practice

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“…Second, low involvement purchases may not be necessarily evaluated as a significant contributor to an economy, and thus may not evoke emotional responses to purchase a domestic product (Herche 1992;Javalgi et al 2005). Third, pricing considerations may surpass the role of ethnocentrism in the purchase of domestic products (Bruning 1997). Fourth, the negative effect of consumer ethnocentrism on the purchase of imported products may diminish when consumers hold certain psychological characteristics such as global orientation (Guo, 2013).…”

Section: Consumer Ethnocentrismmentioning

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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Country of origin, national loyalty and product choice

Cited by 130 publications

References 38 publications

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

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

The benefits of airline global alliances: an empirical assessment of the perceptions of business travelers

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

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