Technological Complexity and Country-of-Origin Effects on Binational Product Evaluation: Investigation in an Emerging Market

Abstract

Research into the impact of the country of origin (COO) dimensions on product perceived quality in emerging markets is limited and does not distinguish between technologically complex/simple products. This paper investigates country-of-design (COD) and country-of-manufacture (COM) effects through their two subconstructs (global country image and the perceived capacity of the country to design/manufacture products), on the perceived quality of four products varying in their level of technological complexity. Findings indicate that consumers are more sensitive to COM than COD for complex and for simple products, and that COD only affects product quality for products carrying symbolic meaning. The findings have marketing implications for binational products entering emerging markets.

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