Cultural Variations in Country of Origin Effects

Gürhan‐Canli, Zeynep; Maheswaran, Durairaj

doi:10.1509/jmkr.37.3.309.18778

Cited by 407 publications

(261 citation statements)

References 15 publications

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“…In such cultures, consumer behavior is dictated by group norms and individuals tend to sacrifice their own needs and desires if this is perceived as benefiting the group (Gurhan-Canli and Maheswaran, 2000b). For example, in a study involving American and Japanese consumers, Gurhan-Canli and Maheswaran (2000a) found that the cultural value of individualism/collectivism significantly explains COO perceptions. Similar findings were reported by Suh and Kwan (2002) with American and South Korean respondents.…”

Section: Country-of-origin Evaluationsmentioning

confidence: 99%

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

Ahmed

d’Astous

2008

International Marketing Review

172

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

172

125

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“…According Gurhan-Canli and Maheswaran (2000) states that the place or location of manufactured products influence consumer purchase decisions. Well acquainted with or familiar to a product or brand is one of the factors for consumers in deciding whether to buy the product concerned (Han, 1990).…”

Section: Introductionmentioning

confidence: 99%

Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product)

Suhaily

Darmoyo

2017

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Abstract:Today the economic growth in many parts of the world has increased, especially in developing country, such Indonesia country. With increased economic growth, income and purchasing power of consumers also increased especially in big city like Jakarta. Increased incomes allow consumers to meet their secondary and tertiary needs such air conditioning (AC), washing machine, refrigerator with advanced technology. The purpose of this study was to determine the effect of product quality, perceived price and brand image of the brand purchase decision on Japan's electronics are mediated by consumer trust. Population of this research is visitors of electronic city outlet in South Jakarta and questionnaires were distributed to 376 visitors Electronics City in SCBD and in Pondok Indah Mall using multistage cluster random sampling technique. Data were analyzed using Structural Equation Modeling ( SEM ). The results showed that there are product quality and perceived price have significant and positive effect of the purchase decision; product quality, brand image and perceived price have significant and positive effect of the customer trust; customer trust has significant and positive effect of the purchase decision; no effect of brand image of purchase decision; product quality, perceived price and brand image of the purchase decision mediated by consumer trust in electronic products of Japanese brand .Keywords: Product Quality, Perceived Price, Brand Image and Purchase Decision.Abstraks: Dewasa ini pertumbuhan ekonomi di berbagai dunia meningkat terutama di negara-negara berkembang, seperti Negara Indonesia. Dengan peningkatan pertumbuhan ekonomi, pendapatan dan daya beli konsumen juga meningkat terutama di kota-kota besar seperti Jakarta. Peningkatan pendapatan memungkinkan kosumen untuk memenuhi kebutuhan sekunder dan tersier dengan membeli produk yang akan membuat mereka nyaman seperti air conditioning (AC), mesin cuci, kulkas dengan technologi canggih. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, persepsi harga dan image merek terhadap keputusan pembelian merek elektronik Jepang yang dimediasi oleh kepercayaan konsumen. Jumlah populasi adalah pengunjung outlet electronic city di wilayah Jakarta Selatan dan kusioner dibagikan kepada 376 pengunjung Electronics City di SCBD dan di Pondok Indah Mall dengan menggunakan multistage cluster random sampling teknik. Data dianalisis dengan menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian; kualitas produk, image merek dan persepsi harga berpengaruh positif dan signifikan terhadap kepercayaan konsumen; kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian; image merek tidak berpengaruh terhadap keputusan pembelian; kualitas

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“…Literature has documented cultural differences have effects in consumer purchase behavior [12] [13]. Some studies have found that consumers tend to more easily adopt products that come from source countries perceived to have a similar political climate or a similar belief system of their country [14]- [16]. Therefore, the third objective of this study is to test if there are differences of COO, brand attitude and brand strength between two countries that have difference cultures identification with the brand origin country.…”

Section: Dept Of International Business Ming Chuan Universitymentioning

confidence: 99%

Effects of Country Variables on Brand Strength: Moderating by Brand Life Cycle and Cultural Identification

Chen¹

2010

IJTEF

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Abstract-The purpose of this study is to empirically examine the country variables on brand strength via brand attitude. Moreover, the moderating roles of brand life cycle and cultural identification are examined. A 2╳2╳4 research design ((Taiwan/China) ╳ (high-involvement products and low-involvement products) ╳ (Taiwan, China, Japan, and USA)) and LISREL technique are employed to examine the effects of country variables on brand strength. The results of the study find that country of origin has significantly positive effects on brand attitude and brand strength for both Taiwan and China sample. In addition, brand life cycle and cultural identification play moderating role between country of original and brand attitude.Index Terms-Country variables, brand attitude, brand strength, brand life cycle I.

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Cultural Variations in Country of Origin Effects

Cited by 407 publications

References 15 publications

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

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

Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product)

Effects of Country Variables on Brand Strength: Moderating by Brand Life Cycle and Cultural Identification

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