Does country-of-origin matter? a comparison study of the advanced vs. emerging and developing economies' consumer.

Tjandra, Nathalia Christiani; Omar, Maktoba; Ensor, John

Abstract

This paper identifies and explores whether the customers from advanced and emerging and
developing economies have different perceptions towards country-of-origin of international
branded clothes. It has been suggested that country-of-origin is commonly used by customers
to predict a products quality and performance and to understand the rationality of their
purchasing behaviour (Cai, Cude & Swagler 2004; Olins, 2004; Muchbalcher, Dahringer &
Leihs, 1999). Products made in the advanced economies are often perceived to be more
credible and appealing than products made in emerging economies (Anholt, 2006; Darling &
Kraft, 1977; Usunier & Lee, 2005). However, cheaper production costs and a greater ability to
outsource the manufacture of products has led made more and more international companies
to source their products in emerging and developing countries (Gereffi & Memedovic, 2003).
This phenomenon is the main reason for exploring whether customers in advanced and
emerging and developing countries have different perception towards country-of-origin.

Citation

Tjandra, N. C., Omar, M., & Ensor, J. (2011). Does country-of-origin matter? a comparison study of the advanced vs. emerging and developing economies' consumer.

• Conference Name: Marketing Fields Forever: Academy of Marketing Annual Conference
• Start Date: Jul 5, 2011
• End Date: Jul 7, 2011
• Publication Date: 2011
• Deposit Date: Jun 9, 2015
• Publicly Available Date: Jun 9, 2015
• Peer Reviewed: Peer Reviewed
• ISBN: 978-0-9561122-34
• Keywords: Country-of-origin; emerging economies; advanced economies; developing economies; branded clothes; fashion branding
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8603