Do consumers know the origin of brands they see in a marketplace? In today’s interconnected society where brands and consumers move freely across national borders, the question takes on particular importance. A brand’s appeal is inextricably linked to its origin (Papadopoulos et al. 2011). Brands have cultural meaning associated with their origin; these have been found to influence consumers’ brand evaluations and purchasing behaviour (Torelli and Ahluwalia 2012). Brand origin is an important cue that shapes consumer behaviour.