The Cognitive Foundations of Partitioned Country-of-Origin: A Causal Path Analysis

Abstract

This paper proposes a framework for the analysis of partitioned country-of-origin associations on consumerproduct quality evaluations. This research clarifies the roles of country-of-design, country-of-assembly,country-of-parts and brand image in evaluating consumer perceptions of product quality. Data were analyzed viastructural equation models using Amos 5.0. Results from structural equations analysis reveal a broaderconceptualization of consumer perceived quality in Bangladesh as reflected in the model. In particular it wasfound that for high involvement products like television, perceived country-of-origin association instead of brandimage significantly influence in shaping perceptions of quality in the country.

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