The impact of country of design and country of manufacture on consumer perceptions of bi‐national products' quality: an empirical model based on the concept of fit

Hamzaoui, Leila; Merunka, Dwight

doi:10.1108/07363760610663303

Cited by 131 publications

(154 citation statements)

References 48 publications

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“…They also source manufacture of fabric and other components, and actual product assembly, in other countries to achieve competitive locational advantages, such as low labour costs and cheap transportation costs (Hamzaoui and Merunka, 2006;McCormick et al, 2014). These developments have implications for the COO concept, especially as the retailers themselves are regarded as brands in their own right (Davies, 1992;McColl and Moore, 2011;McColl and Moore, 2014;Mitchell et al, 2012), with implications, for example, for the notion of country of brand origin.…”

Section: The Uk Fashion Retail Industrymentioning

confidence: 99%

“…Chao (2001) found that consumers have greater confidence in information relating to country of design than country of manufacturing, particularly as country of manufacturing has lost much of its informational value due to the increasing prevalence of outsourcing (Ercan, 2010). Hamzaoui and Merunka (2006) argued that country of design has no impact on the consumer when assessing product quality, and consequently, country of manufacturing is valued more when assessing product quality (see also, Chowdhury 2010). Ahmed and d'Astous (2008) and Chao (1993) found that both country of parts and country of design affected perceptions of product quality.…”

Section: Insert Table 1 Herementioning

confidence: 99%

“…According to Samiee et al (2005), country of brand origin can be associated with the location of the brand owner's headquarters, regardless of where the actual product was manufactured. Hamzaoui and Merunka (2006) and Essoussi and Merunka (2007) investigated the effect of country of design and country of manufacturing on consumer perceptions, suggesting that it is the place where the physical product with which the brand is generally associated is actually designed or conceived, that is important. Chao (2001) and Ha-Brookshire (2012) examined the hybrid effect of country of parts (defined as the country where the product's constituent parts are manufactured) and country of manufacturing on consumers' behaviour and product evaluation.…”

Section: Introductionmentioning

confidence: 99%

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Management perspectives on country of origin

Rashid

Barnes

Warnaby

2016

Journal of Fashion Marketing and Management

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Purpose -The purpose of this paper is to provide a new perspective by conceptualising country of origin (COO) from a management perspective, identifying the impact different COO constructs have in the context of fashion retailer and manufacturer businesses.Design/methodology/approach -This qualitative study comprises a series of in-depth interviews with key informants from large-scale fashion retailers and manufacturers in the UK. Findings -The major findings of this research demonstrate that COO is considered a strategic business imperative but manifests in a variety of ways depending on brand positioning, long-term strategic plans, expertise, and brand values etc. Originality/value -This research presents a new perspective on the COO construct, addressing it from a management rather than consumer perspective. It argues that COO can be considered as a strategic dimension, which is manifested in a variety of ways. COO has been extensively researched from a consumer point of view but this research takes a new approach by presenting findings from a managerial point of view, with fashion manufacturing and retail branding as the context. Research implications -

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Section: The Uk Fashion Retail Industrymentioning

confidence: 99%

Section: Insert Table 1 Herementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Management perspectives on country of origin

Rashid

Barnes

Warnaby

2016

Journal of Fashion Marketing and Management

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“…Previous studies have examined COO in terms of brand origin (BO) and COP to provide an understanding of how COO drives brand equity (Ahmed and d'Astous 2008;Chao 1993;Fetscherin and Toncar 2010;Hamzaoui and Merunka 2007;Thakor and Lavack 2003). Although past studies have shown that COP can influence consumer purchasing decision, it is also important to consider brand origin associated with its country's image and brand equity of a branded product in consumer product evaluations.…”

Section: Brand Origin (Bo) and Copmentioning

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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“…On the other hand, consumers in developing countries may also hold a doubtful attitude towards a well-known brand product (e.g. Gucci) but made in a developing country (Hamzaoui & Merunka, 2006). Another example studied in the marketing literature concerns automobiles, where it is found that consumers are less attracted to Honda and Mazda cars produced in South Korea, Mexico or the Philippines than those produced in Japan (Johansson & Nebenzahl, 1986).…”

Section: Introductionmentioning

confidence: 99%

Country-of-Origin and Brand Image in Global Outsourcing Adjustment

Cao¹,

Gong²

2018

JFE

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A global firm may need to adjust its outsourced functions when it competes in the global market place. The outsourcing adjustment will product two effects, brands image effect and the country of origin effect. The paper considers a setting of two global firms, where each has a manufacturing facility in one of the two developing countries but sell their differentiated products in a developed country. The product differentiation is solely based on differences in brand image (BI), country of origin (COO) and their interaction. We demonstrate how firms make location choices in equilibrium as driven by these effects and their inner working relations. We then look at the optimal behaviors of the firms to consider moving, when they receive outside shocks to the demand structure. We show that a firm's moving decision is not only driven by the COO sensitivity to its own product by the COO sensitivity to its rival's product as well. Our location choice model based on COO and BI considerations also has strong policy implications for host countries, particularly developing countries which are often times the receiving end of FDI. From the firm's perspective, the important factors driving the decision to move are the country's COO value and consumers' sensitivity towards COO. In that regard, it is in the host government's interest to maintain and strive for a higher COO value. This is because an adverse incident coming from one exporter or an entity catering to the outsourcing market that tarnishes the COO image tends to have a contagious effect that spreads to other industries. JEL Classifications: F23, M31

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The impact of country of design and country of manufacture on consumer perceptions of bi‐national products' quality: an empirical model based on the concept of fit

Cited by 131 publications

References 48 publications

Management perspectives on country of origin

Management perspectives on country of origin

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

Country-of-Origin and Brand Image in Global Outsourcing Adjustment

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