City Research Online

Abstract

The authors apply a classification perspective to (1) examine the extent to which consumers can identify the correct country of origin (COO) of different brands of consumer durables, (2) investigate the factors facilitating/hindering correct COO identification, and (3) trace the implications of correct/incorrect COO identification on brand evaluation. The results from a U.K. sample indicate that consumers' ability to classify brands correctly according to their origin is limited and also reveal substantial differences in the classification of different brands to their COO. Moreover, the key antecedent of correct COO identification is consumer ethnocentrism, with sociodemographics (e.g., age, gender) also playing a role. Finally, the authors find that though there are differences in brand evaluations depending on whether the correct COO was identified, such differences are not observed for all brands investigated.

Publication Type:	Article
Additional Information:	Copyright © 2008 American Marketing Association. Published with permission of the American Marketing Association.
Publisher Keywords:	country of origin, classification theory, brand associations, consumer behavior,
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments:	Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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