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

Loading next page...
 
/lp/emerald-publishing/canada-taiwan-differences-in-product-country-perceptions-Z6ExHyocVT
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

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off