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

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


Maktoba Omar

John Ensor


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.

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
Contract Date Jun 9, 2015


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