Country of Origin Brands
1 Günter Schweiger, Thomas Otter and Andreas Strebinger
The influence of country of origin and brand on product evaluation and the implications thereof for location decisions
Dr. Günter Schweiger is Professor of Advertising and Market Research and Head of the Department of Marketing at Wirtschaftsuniversität Wien (Vienna University of Economics and Business Administration), Austria. Mag. Thomas Otter is research assistant in the Department of Advertising and Market Research at Wirtschaftsuniversität Wien. Mag. Andreas Strebinger is research assistant in the Department of Advertising and Market Research at Wirtschaftsuniversität Wien.
Executive Summary
This paper illustrates the significance of brand and product origin for consumers and has been compiled on the basis of several empirical studies. Particular attention is given to the problematic issue of (negative) consumer reactions evoked by relocating production facilities. The paper begins by quoting some recent examples from industry to emphasise the topic’s current relevance, followed by an overview of the theoretical fundamentals behind the phenomena examined. The empirical section of the paper describes the core results of several studies on the topic, which have been conducted by the Department of Advertising and Market Research at Vienna University of Economics and Business Administration within the scope of a research project financed by the Austrian Scientific Research Fund "Fonds zur Förderung der wissenschaftlichen Forschung". Summarizing, the studies yield the following results: 1. If acquired by the customer, the country-of-origin information substantially influences product evaluation, even if the brand name and other relevant product attributes are given.
2 These findings confirm previous international results in research on hybrid products. Data concerning the acquisition of the country-of origin information generally show a high level of interest in product origin, which varies,
The influence of country of origin and brand on product evaluation and the implications thereof for location decisions
Dr. Günter Schweiger is Professor of Advertising and Market Research and Head of the Department of Marketing at Wirtschaftsuniversität Wien (Vienna University of Economics and Business Administration), Austria. Mag. Thomas Otter is research assistant in the Department of Advertising and Market Research at Wirtschaftsuniversität Wien. Mag. Andreas Strebinger is research assistant in the Department of Advertising and Market Research at Wirtschaftsuniversität Wien.
Executive Summary
This paper illustrates the significance of brand and product origin for consumers and has been compiled on the basis of several empirical studies. Particular attention is given to the problematic issue of (negative) consumer reactions evoked by relocating production facilities. The paper begins by quoting some recent examples from industry to emphasise the topic’s current relevance, followed by an overview of the theoretical fundamentals behind the phenomena examined. The empirical section of the paper describes the core results of several studies on the topic, which have been conducted by the Department of Advertising and Market Research at Vienna University of Economics and Business Administration within the scope of a research project financed by the Austrian Scientific Research Fund "Fonds zur Förderung der wissenschaftlichen Forschung". Summarizing, the studies yield the following results: 1. If acquired by the customer, the country-of-origin information substantially influences product evaluation, even if the brand name and other relevant product attributes are given.
2 These findings confirm previous international results in research on hybrid products. Data concerning the acquisition of the country-of origin information generally show a high level of interest in product origin, which varies,