Do country-of-origin’s subcomponents trigger purchase intention? A perceptional model of consumer perception
Al-Aali, . 2015
Purpose
– The purpose of this study is to propose a unified model to connect the three subcomponents
of the country of origin (COO) with price, quality and consumer perceptions of or intentions regarding
a product. COO refers to the country with which a manufacturer’s product or brand is associated. COO
can be broken down into three subcomponents: the country of design, the country of assembly and the
country of parts.
Design/methodology/approach
– This study reviews the COO research that has been conducted in
recent decades. These studies have primarily examined the correlation of COO’s broken-down
components with marketing factors (such as price, quality and brand equity or loyalty) and consumer
purchase behavior. These correlations are portrayed in a single model. This theory-building model is
drawn using a philosophical conceptualization approach.
Findings
– This study concludes that, as a result of globalization and advancement in technology,
consumers are more aware of and have more access to product/brand information, and they evaluate
brands according to the COO and its subcomponents. Variables such as price and quality are of high
importance and should be considered during a purchase decision, whereas brand equity/loyalty is of
low importance.
Research limitations/implications
– This research requires further investigation, especially in
developing countries, to develop a more comprehensive picture. In addition, not all marketing factors
are incorporated in the model.
Practical implications
– When international marketers devise plans to serve consumers, they must
consider differentiation between developed and developing nations from the point of COO
subcomponents and their effects on purchase intentions and consumer evaluations, when moderated by
price, quality and brand loyalty/equity.
Originality/value
– Prior to this study, no unified model had been proposed to connect the three
subcomponents of COO with price, quality and consumer perceptions of or intentions regarding a
product.
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