مقاله سال ۲۰۱۶

 مجله تحقیقات بازاریابی – Journal of Business Research

In today’s global business environment, it is increasingly challenging for managers to create value by accessing cheaper resources in developing countries such as for attractive government incentives, tax benefits and low cost labour, and product components. Although access to low cost resources may enhance a firm’s competitiveness in a global market place, country of origin (COO) has been shown to have an indirect influence on consumer purchasing behavior (e.g., Berry, Mukherjee, Burton, & Howlett, 2015; Gurhan-Canli & Maheswaran, 2000; Koschate-Fischer, Diamantopoulos, & Oldenkotte, 2012; Samiee, 1994). The COO effect can be differentiated between brand origin and country of production (COP) considering the fact that a poorly perceived country of manufacturing may devalue the brand (e.g., Godey et al., 2012, Haubl & Elrod, 1999, Nebenzahl & Jaffe, 1996). For example, a ‘Madein China’ label has been a subject of debate in terms of perceived product quality and its influence on consumer purchase decision. In this sense, COP can be examined by comparing its effect between a developed country and developing country on an international brand.

While a product manufactured in a developed country rather than in a developing country may positively influence the product’s brand and consumer purchasing decision, little is known about COP effects from both developed and developing countries on an international brand origin. Specifically, no research has yet examined and compared the effect of both brand origin and COP on consumer purchasing decision in the context of a developed country and developing country. Prior research on COO has reported inconsistent results in terms of whether a poorly perceived country of production (COP) may devalue a brand (e.g., Han & Terpstra, 1988). Past studies have mainly examined consumer perception of COO in developed countries (e.g., the United States) without cross examining the effects of both brand origin and COP in a developed country and developing country on consumer perception and purchase decision. In addition, the general observation of the past studies on products manufactured in developing countries may not provide an accurate representation for consumers in developing countries and wellknown individual international brands.

As such, the present study compares perceptions of consumers from a developed country, United Kingdom, and a developing country, China, on products of a specific international brand, Sony, manufactured in both, a developed country, Japan, and a developing country, Malaysia. In particular, the study examines how the relationship between brand origin and COP congruity of Sony branded products affects the evaluations and decisions of British and Chinese consumers when the products  are manufactured in Japan, which also represents the brand of origin, and in Malaysia as a reference for a developing COP.