Home > Research > Publications & Outputs > Brand origin and country of production congruity

Links

Text available via DOI:

View graph of relations

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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Published

Standard

Brand origin and country of production congruity: Evidence from the UK and China. / Eng, Teck Yong; Ozdemir, Sena; Michelson, Grant.
In: Journal of Business Research, Vol. 69, No. 12, 01.12.2016, p. 5703-5711.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Harvard

Eng, TY, Ozdemir, S & Michelson, G 2016, 'Brand origin and country of production congruity: Evidence from the UK and China', Journal of Business Research, vol. 69, no. 12, pp. 5703-5711. https://doi.org/10.1016/j.jbusres.2016.01.045

APA

Vancouver

Eng TY, Ozdemir S, Michelson G. Brand origin and country of production congruity: Evidence from the UK and China. Journal of Business Research. 2016 Dec 1;69(12):5703-5711. Epub 2016 May 11. doi: 10.1016/j.jbusres.2016.01.045

Author

Eng, Teck Yong ; Ozdemir, Sena ; Michelson, Grant. / Brand origin and country of production congruity : Evidence from the UK and China. In: Journal of Business Research. 2016 ; Vol. 69, No. 12. pp. 5703-5711.

Bibtex

@article{9db6a7ad446646418d5e77d77b7f5fc1,
title = "Brand origin and country of production congruity: Evidence from the UK and China",
abstract = "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 are 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 well-known 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.",
keywords = "Brand image, Brand loyalty, Consumer ethnocentrism, Developed country, Developing country",
author = "Eng, {Teck Yong} and Sena Ozdemir and Grant Michelson",
year = "2016",
month = dec,
day = "1",
doi = "10.1016/j.jbusres.2016.01.045",
language = "English",
volume = "69",
pages = "5703--5711",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",
number = "12",

}

RIS

TY - JOUR

T1 - Brand origin and country of production congruity

T2 - Evidence from the UK and China

AU - Eng, Teck Yong

AU - Ozdemir, Sena

AU - Michelson, Grant

PY - 2016/12/1

Y1 - 2016/12/1

N2 - 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 are 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 well-known 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.

AB - 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 are 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 well-known 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.

KW - Brand image

KW - Brand loyalty

KW - Consumer ethnocentrism

KW - Developed country

KW - Developing country

U2 - 10.1016/j.jbusres.2016.01.045

DO - 10.1016/j.jbusres.2016.01.045

M3 - Journal article

AN - SCOPUS:84966632796

VL - 69

SP - 5703

EP - 5711

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 12

ER -