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Canada Taiwan differences in product-country perceptions

Canada Taiwan differences in product-country perceptions Purpose – The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions. Design/methodology/approach – This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers in Canada and 153 in Taiwan. The data were analyzed using t tests and Spearman non-parametric correlations. Findings – The results indicate that product complexity and manufacturing process moderate country-of-origin perceptions. In addition, differences in product-country familiarity, travel distance and national consumer characteristics like ethnocentrism, patriotism, animosity and cultural/linguistic affinity are significantly associated with cross-national differences in country-of-origin perceptions. Cultural distance was not related to cross-national differences. Research limitations/implications – Because this study was based on consumer perceptions of a limited number of countries, carried out in only two country locations using a product-based-only evaluation of country of origin, firm conclusions cannot be drawn. Additional studies should be conducted with a larger number of stimulus countries and include macro, attitudinal evaluations of country of origin. Practical implications – The results show that manufacturing process and product technological complexity factors may be used globally in promotion and location decisions. It seems important to increase consumers’ familiarity with a country of origin and its products to improve its overall perception. Originality/value – This study contributes to the marketing and international business literature and provides insights to international marketers at understanding the reasons why countries may hold different perceptions of a country of origin. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Commerce and Management Emerald Publishing

Canada Taiwan differences in product-country perceptions

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1056-9219
DOI
10.1108/IJCoMA-10-2012-0066
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions. Design/methodology/approach – This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers in Canada and 153 in Taiwan. The data were analyzed using t tests and Spearman non-parametric correlations. Findings – The results indicate that product complexity and manufacturing process moderate country-of-origin perceptions. In addition, differences in product-country familiarity, travel distance and national consumer characteristics like ethnocentrism, patriotism, animosity and cultural/linguistic affinity are significantly associated with cross-national differences in country-of-origin perceptions. Cultural distance was not related to cross-national differences. Research limitations/implications – Because this study was based on consumer perceptions of a limited number of countries, carried out in only two country locations using a product-based-only evaluation of country of origin, firm conclusions cannot be drawn. Additional studies should be conducted with a larger number of stimulus countries and include macro, attitudinal evaluations of country of origin. Practical implications – The results show that manufacturing process and product technological complexity factors may be used globally in promotion and location decisions. It seems important to increase consumers’ familiarity with a country of origin and its products to improve its overall perception. Originality/value – This study contributes to the marketing and international business literature and provides insights to international marketers at understanding the reasons why countries may hold different perceptions of a country of origin.

Journal

International Journal of Commerce and ManagementEmerald Publishing

Published: Mar 2, 2015

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