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Product-Country Images in Canada and in the People's Republic of China

44 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Cultural Differences and Values

Abstract

SUMMARY This paper presents the results of a cross-national survey of 209 Chinese and 175 Canadian male consumers. In this study, country-of-origin information was manipulated along two dimensions, namely country of design and country of assembly. Consumer judgments of the quality and purchase value of six product categories, i.e., refrigerators, cameras and t-shirts in China, and automobiles, VCRs and shoes in Canada were obtained in a multi-cue context. The results show that Canadian and Chinese consumers put more emphasis on country of design and country of assembly than on brand names in their product evaluations. However, unlike the Canadians, the Chinese seem to associate price with quality and put a very high value on the return and exchange policy in the case of low involvement products.

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References

1982Country-of-Origin Effects on Product Evaluations 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1994Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations 1994Customer Evaluation of Products in a Global Market 1983Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising 1988Chinese Cultural Values: Their Dimensions and Marketing Implications 1993Differences in Managerial Values: A Study of U.S., Hong Kong and PRC Managers 1993Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product

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2009Young Australian Consumers and the Country-Of-Origin Effect: Investigation of the Moderating Roles of Product Involvement and Perceived Product-Origin Congruency 2009Competition Between Foreign and Domestic Brands: A Study of Consumer Purchases in China 2012Relevant or redundant: Elite consumers' perception of foreign-made products in an emerging market 2003The Dynamics of Chinese Consumers 2009

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