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

Frontiers of Business Research in China volume 1, pages 333–350 (2007)Cite this article

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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  1. Guanghua School of Management, Peking University, Beijing, 100871, China

    Wu Jian & Fu Guoqun

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  1. Wu Jian
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  2. Fu Guoqun
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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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  • DOI: https://doi.org/10.1007/s11782-007-0019-7

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