Article2020

Country-of-origin as a dynamic concept: an analysis of Chinese consumer electronics brands in Germany

8 citations0/0 files storedJournal of Chinese Economic and Foreign Trade Studies

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies European Cultural and National Identity

Abstract

Purpose Using consumer electronics brands as examples, this paper aims to present country-of-origin (COO) as a dynamic concept, by analyzing changes in the representation and perception of the “Made in China” label in Germany. Design/methodology/approach Building on previous COO research, the study formulates four research questions, which are answered with a comprehensive brand analysis using website, media, and consumer data. Information were collected from 11 Chinese brand websites, 10,681 German media articles and a sample of 490 German consumers. The authors statistically evaluated the survey data and examined the website and media data by means of a qualitative content analysis. Findings The results of the study show how Chinese brands currently present their COO in Germany and how the perception of “Made in China,” by German media and consumers, has changed to varying degrees. These changes pose marketing challenges for the increasingly prevalent Chinese brands in Germany, which need to be addressed by companies using strategic PR and marketing activities. Research limitations/implications This study suggests that COO images should be understood as a dynamic construct, and the multifaceted brand perceptions, including media reports, should be given greater consideration. Practical implications International marketers will find information on current country product recognition, and recommendations for the analysis and strategic communication of (Chinese) brands abroad. Originality/value This study contributes to COO research by examining the recent status of “Made in China” labels in Germany, focusing on China not as a manufacturing location, but as the home country for branded products. A media analysis is incorporated to add a novel dimension to the examination of brand identity-image gaps.

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References

1982Country-of-Origin Effects on Product Evaluations 1989Country Image: Halo or Summary Construct?1965Product Bias in the Central American Common Market 1965Product Bias in the Central American Common Market 2006Relevance in business research: the case of country‐of‐origin research in marketing 2011“What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters 2004Consumer knowledge and use of country‐of‐origin information at the point of purchase 2014The 4D Model of the country image: An integrative approach from the perspective of communication management

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