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Country of Origin, Quality, Brand and Consumer Ethnocentrism

130 citations0/0 files storedJournal of Global Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The impact of consumer ethnocentrism, brand, quality and country of origin were investigated in a multi cue experimental context. The experimental design was 4×2×2×2 between subject factorial with four levels of country of origin (a domestic nation, a well known high quality producer nation, a known poor producer nation and an unknown country) two levels of brand (a well-known national brand and an unknown brand), two levels of quality (high and low) within two experimental groups (ethnocentric patriots and foreigners). There were therefore 32 cells with twenty persons per cell leading to the full sample of 640. While there was a strong significant main effect for quality the evidence for the other effects was not so strong, in particular there was no evidence of a main effect for country of origin. Rather, the country cue was most effective when presented in conjunction with a strong national brand image and highly patriotic respondents.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2025Advances in Consumer Research 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1975Design and Analysis: A Researcher's Handbook 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1976Design and Analysis: A Researcher's Handbook 1982Country-of-Origin Effects on Product Evaluations 1977Behavioral Decision Theory

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