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The importance of country images in the formation of consumer product perceptions

The importance of country images in the formation of consumer product perceptions Presents the results of a survey conducted among 194 retail salesmen of electronic equipment and 190 male consumers. According to salesmen, country of origin is a much less important attribute for shoppers of video-cassette recorders and themselves than brand reputation. For the purpose of comparison, both salesmen and consumers provided direct evaluative judgements of 13 countries on their design and assembly capabilities, of three VCR brands and of the quality and purchase value of nine VCR conjoint profiles varying systematically with respect to country of design, country of assembly, brand, price and warranty. Salesmen's direct importance weights were found to differ greatly from conjoint derived weights in that, in the latter case, country of origin cues had a significant and, with regard to quality perceptions, greater impact than the other attributes. Multiple regression models relating the direct perceptions of the countries of origin to brand evaluations indicate that the nesting of country perceptions in brand evaluation may partly explain this apparent inconsistency. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The importance of country images in the formation of consumer product perceptions

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References (35)

Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339910267772
Publisher site
See Article on Publisher Site

Abstract

Presents the results of a survey conducted among 194 retail salesmen of electronic equipment and 190 male consumers. According to salesmen, country of origin is a much less important attribute for shoppers of video-cassette recorders and themselves than brand reputation. For the purpose of comparison, both salesmen and consumers provided direct evaluative judgements of 13 countries on their design and assembly capabilities, of three VCR brands and of the quality and purchase value of nine VCR conjoint profiles varying systematically with respect to country of design, country of assembly, brand, price and warranty. Salesmen's direct importance weights were found to differ greatly from conjoint derived weights in that, in the latter case, country of origin cues had a significant and, with regard to quality perceptions, greater impact than the other attributes. Multiple regression models relating the direct perceptions of the countries of origin to brand evaluations indicate that the nesting of country perceptions in brand evaluation may partly explain this apparent inconsistency.

Journal

International Marketing Review – Emerald Publishing

Published: Apr 1, 1999

Keywords: Brand image; Brands; Consumer behaviour; Country of origin; International marketing; Perceptions

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