Local brand origin knowledge of young consumers in a developing country

Abstract

The aim of the study was to explore local brand origin knowledge among young consumers in a developing country, specifically Indonesia. The study followed inductive logic and qualitative approaches. The research process was characterised by a hermeneutic process through which the search for meaning and understanding moved from pre-understandings to understandings on a higher level. The study relied on a small number of young consumers who had a very limited knowledge of local brands. The study suggests that young consumers in a developing country do not seek to find information on brand origin. They misclassified local brands based on their evaluation of the brand name, brand associations and the image of their home country and the misperceived country of origin. The paper is valuable for local brand owners seeking strategies to enhance competitiveness in the domestic market. They need to develop positive brand associations since it will lead to a more favourable home country image of and greater commitment to their brands.