Effect of perceived brand origin associations on consumer perceptions of quality
Влияние воспринятой ассоциации происхождения бренда на представления потребителей о качестве
2003-10-21
SCID: 54.1/jztg35pc
Discuss with AI
consumer quality perceptionscountry of corporate ownershipcountry of manufacturecountry of originperceived brand origin
Figures from the paper
Abstract (AI)
Reviews recent work in the country of origin and brand name literatures regarding the formation of perceptions regarding perceived brand origin. Based on this review, presents six hypotheses concerning such perceptions, including their effect on consumers’ ratings of quality. Using real brands in two experiments, finds support for several of our hypotheses relating to the effects of country of component source, country of manufacture, and country of corporate ownership. In particular, finds that country of manufacture had no effect on product quality evaluations when country of corporate ownership was also present.
Key Findings
1
Country of manufacture had no effect on product quality evaluations when country of corporate ownership information was also present.
2
Experiments using real brands support several hypotheses about effects of country of component source on consumer quality ratings.
3
Experiments using real brands support several hypotheses about effects of country of corporate ownership on consumer quality ratings.
4
Six hypotheses proposed linking perceived brand origin to consumer quality perceptions, informed by country-of-origin and brand name literature.
Research Object
Perceived brand origin associations (country of component source, country of manufacture, and country of corporate ownership) for real brands
Research Subject
Effects of perceived brand origin associations on consumer perceptions of product quality (consumers' quality ratings)
Publication Details
Publication Date
2003-10-21
Journal
Publisher
ISSN
Access Type
Author Information
Download PDF
Subscribe to digest