Preview

Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality

Powerful Essays
Open Document
Open Document
7453 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality
An executive summary for managers and executive readers can be found at the end of this article

Effect of perceived brand origin associations on consumer perceptions of quality
Mrugank V. Thakor Anne M. Lavack
Associate Professor, John Molson School of Business, Concordia University, Montreal, Quebec, Canada Associate Professor, Faculty of Administation, University of Regina, Regina, Saskatchewan, Canada

Keywords Brand identity, Country-of-origin, Corporate ownership, Consumer psychology, Component manufacturing, Manufacturing industries Abstract 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.

Consumer perceptions

The recognition of the importance of brand equity has led to significant research interest on the relationship between brand characteristics and consumer brand perceptions (Aaker, 1990, 1991). One such area of research focuses on how consumer perceptions of brands are likely to be shaped by brand characteristics, such as the intrinsic properties of different brand names (Zinkhan and Martin, 1987; Meyers-Levy, 1989; Pavia and Costa, 1993). To elicit perceived country of origin associations, many brands use cues that are either implied in the brand name or in promotional appeals (Agrawal and Kamakura, 1999). This is particularly true within categories in which perceived origin or national identity is exceptionally important to their image (e.g. Gucci and Tag Heuer signify Italy

You May Also Find These Documents Helpful

  • Powerful Essays

    School of Business. Copyright 1998. No part of this document may be reproduced without permission from…

    • 1769 Words
    • 8 Pages
    Powerful Essays
  • Best Essays

    A significant consideration for the global brand entering into the Japanese market is preference for goods that are made in Japan. When surveying young Japanese consumers, Aiello et al. (2009) found that, when compared to their compatriots in other areas of the world, the country where a product was designed was very important. The work from Czinkota and Kotabe (1999) would say that for the Japanese consumer having the country of design be Japan is preferable. When entering the Japanese market, while Ban & Jerry’s would keep its brand name, the picture of the owners that graces the packaging in the United States had to be removed (Hagen,…

    • 2543 Words
    • 11 Pages
    Best Essays
  • Good Essays

    The Work Review, Vol.2, Issue 1, April 2005, a publication of the Sobey School of Business, Saint Mary’s University, Halifax, Nova Scotia, Canada…

    • 773 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Google Hr Challenge

    • 10478 Words
    • 42 Pages

    Guohong (Helen) Han, Department of Management, Williamson College of Business Administration, Youngstown State University, Youngstown, Ohio, USA…

    • 10478 Words
    • 42 Pages
    Powerful Essays
  • Powerful Essays

    Jun, J. & Lee, S. (2007). Cultural Differences in Brand Designs and Tagline Appeals. International Marketing Review. [Internet], 24 (4), pp. 474-491, available from: [Accessed 5th December 2010].…

    • 7424 Words
    • 30 Pages
    Powerful Essays
  • Powerful Essays

    International Management

    • 4178 Words
    • 17 Pages

    10835 International Management 375 18 Oct 2012 This unit is managed by Dept: School of Management; Faculty: Curtin Business School…

    • 4178 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Stat Project

    • 9830 Words
    • 56 Pages

    c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 6613208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca.…

    • 9830 Words
    • 56 Pages
    Powerful Essays
  • Powerful Essays

    Mission Statement

    • 4180 Words
    • 23 Pages

    Source: The Academy of Management Executive (1987-1989), Vol. 1, No. 2 (May, 1987), pp. 109115…

    • 4180 Words
    • 23 Pages
    Powerful Essays
  • Powerful Essays

    Tipping

    • 8817 Words
    • 36 Pages

    An executive summary for managers and executive readers can be found at the end of this article.…

    • 8817 Words
    • 36 Pages
    Powerful Essays
  • Good Essays

    Csr Case Study

    • 6604 Words
    • 27 Pages

    IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 3, Issue 5 (Sep,-Oct. 2012), PP 17-27 www.iosrjournals.org…

    • 6604 Words
    • 27 Pages
    Good Essays
  • Good Essays

    An executive summary for managers and executives can be found at the end of this article…

    • 7474 Words
    • 30 Pages
    Good Essays
  • Powerful Essays

    History of Pmo

    • 4935 Words
    • 20 Pages

    ` ´ ´ ´ Universite du Quebec a Montreal Business School, Department of Management and Technology, Montreal (Quebec), Canada, H3C 3P8…

    • 4935 Words
    • 20 Pages
    Powerful Essays
  • Powerful Essays

    Economincs for Managers

    • 3468 Words
    • 14 Pages

    “Any company fails to plan, that company plans to fail”. In order for a company to accomplish growth through its operation, they must develop strategies which intents long-term growth. Introducing Haier Company, it is the world’s 4th largest white goods manufacturer and most valuable brand company in China (Haier, 2013). It was founded by Zhang Ruimin in 1984, which was the 6th year of Chinese Reform and Openingup policy released. Haier had experienced the development stages, noted as Brand Building, Diversification, Internationalization, and Global brand building (Haier, 2013). Currently, Haier caters to the needs of personalized production and executes its Networking strategy (Haier, 2013). It is their vision and mission to be the leader in the industry and users’ first choice, as well as the first competitive solution provider for good life.…

    • 3468 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    blablabla

    • 2558 Words
    • 18 Pages

    purchase decisions for foreign products in the Turkish market. The purpose of this study is to…

    • 2558 Words
    • 18 Pages
    Good Essays
  • Good Essays

    Food Quality

    • 2111 Words
    • 9 Pages

    ♣ the extent to which food is free from pathogenic bacteria & undesirable materials such as insecticides & antibiotic residues, etc…

    • 2111 Words
    • 9 Pages
    Good Essays