Consumers' product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter?

摘要

Purpose - The purpose of this paper is to investigate, in an emerging market, the simultaneousrneffects of country of design (COD), country of manufacture (COM), and brand image on consumers'rnperceptions of bi-national products. A comprehensive model broadens country-of-origin literature byrnincorporating brand image and the concepts of fit and congruity borrowed from brand extensionrnresearch. Perceptual (in) coherences that might exist among COD, COM, and the brand arernincorporated.rnDesign/methodology/approach - Tunisia is the emerging market studied. A total of 389rnrespondents evaluated different product combinations (COD/COM/brand) in two categories.rnRelationships between constructs are tested using structural equation modelling.rnFindings - Consumers are sensitive to the COD (more so for public than for private goods) and alsornvalue the COM of branded products. The transfer of the COD image to brand image is significant. It isrnvery high for one product category (cars). Brand/COM congruity is also important since productrnevaluations decrease when consumers perceive incoherence in a manufacturing location.rnResearch limitations/implications - The paper used limited informational cues for products'rndescriptions and concentrate on fairly complex durable goods. Research design should be expanded.rnPractical implications - Perceived COD competencies can benefit brand image through strongrnCOD-brand associations. In emerging markets, COD (through brand image) and COM effects arernimportant for understanding consumers' perceptions of publicly versus privately used brandedrnproducts.rnOriginality/value - The major contribution consists of a simultaneous examination of the effects ofrnCOD, COM, brand, and of their inter-relationships. Investigating bi-national products and relatedrnconsumer behaviour in emerging markets is of particular interest as it corresponds to the reality ofrnthese markets.