Country Image and Brand Perception of Hybrid Products from Emerging Economies

Posted: 14 Nov 2012

See all articles by Andreea Iacob

Andreea Iacob

Aalborg University

John Kuada

Aalborg University

Lartey Lawson

Aalborg University

Date Written: October 2012

Abstract

The multiple country-of-origin products, or so called hybrid products, gain more and more interest in today’s consumer research filed, as empirical studies have shown that while products from industrialized countries generally enjoy positive country image both at home and abroad, products from the emerging market economies suffer liabilities of negative country image. The present study seeks to empirically test whether the country-of-origin sub-components: country-of-design (COD), country-of-assembly (COA), and country-of-parts (COP), of a product with Western and non-Western countries-of-origin is important in the evaluation of unknown brands. Data were collected using a questionnaire that was administered to 345 students at Aalborg University (with 243 usable questionnaires after data editing). The results show that the student respondents do find the country of origins important when forming their brand perception or assessing the product; and they also ranked the products with COD and COA coming from developed countries as the highest. This suggests that emerging economy images remain unfavorable among younger consumers and firms may minimize these liabilities through branding strategies and/or their choice of alliance partners.

Keywords: hybrid products, country of origin, emerging economy

Suggested Citation

Iacob, Andreea and Kuada, John and Lawson, Lartey, Country Image and Brand Perception of Hybrid Products from Emerging Economies (October 2012). Proceedings of 19th International Business Research Conference 2012. Available at SSRN: https://ssrn.com/abstract=2174889

Andreea Iacob (Contact Author)

Aalborg University ( email )

Fredrik Bajers Vej 7E
Aalborg, DK-9220
Denmark

John Kuada

Aalborg University ( email )

Fredrik Bajers Vej 7E
Aalborg, DK-9220
Denmark

Lartey Lawson

Aalborg University ( email )

Fredrik Bajers Vej 7E
Aalborg, DK-9220
Denmark

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