The Cognitive Foundations of Partitioned Country-of-Origin: A Causal Path Analysis

摘要

This paper proposes a framework for the analysis of partitioned country-of-origin associations on consumer product quality evaluations. This research clarifies the roles of country-of-design, country-of-assembly, country-of-parts and brand image in evaluating consumer perceptions of product quality. Data were analyzed via structural equation models using Amos 5.0. Results from structural equations analysis reveal a broader conceptualization of consumer perceived quality in Bangladesh as reflected in the model. In particular it was found that for high involvement products like television, perceived country-of-origin association instead of brand image significantly influence in shaping perceptions of quality in the country.