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The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention

Abstract

This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.

摘要

在区分品牌来源国和产品制造国的基础上, 探索它们对消费者在产品质量评价和购买意愿方面的影响, 可以发现: 产品制造国对品质评价具有显著影响, 而品牌来源国则对购买意向产生显著作用。 将品牌来源国形象高的产品转移到发展中国家生产, 有可能降低产品的品质感知, 但不一定影响消费者购买意愿。

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Correspondence to Wu Jian.

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Wu, J., Fu, G. The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. Front. Bus. Res. China 1, 333–350 (2007). https://doi.org/10.1007/s11782-007-0019-7

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Keywords

  • brand origin country
  • made-in country
  • product evaluation
  • purchase intention

关键词

  • 品牌来源国
  • 产品制造国
  • 质量评价
  • 购买意愿