Country of Origin Effects: Image of "Made In" Label
Country of Origin Effects: Image of "Made In" Label
Country of Origin Effects: Image of "Made In" Label
COUNTRY OF ORIGIN
WHERE A PRODUCT OR BRAND COMES FROM OFTEN
INFLUENCES A CONSUMER PRECEPTION OF THE
PRODUCT
COUNTRY-OF-ORIGIN EFFECT = DEALS WITH
QUALITY PERCEPTIONS OF PRODUCTS. THIS EFFECT
DIFFERS BY PRODUCT CATEGORY AND QUALITY LEVEL
OF THE COUNTRY OF PRODUCTION (JOHNY K. JOHANSSON, 2000)
country-of-design, country-of-production
Global Branding
Country of Origin
Country of Manufacture
JAPAN
US
EUROPE
IMAGE
RISK REDUCTION
RECOGNITION/ENVY
FEEL GOOD
TIME SAVER
ACHIEVEMENT
EMOTIONAL
PEER DOMINATION
HIGH ASPIRATIONS
BELONGING
DISTINCT
PEER RECOGNITION
INDIVIDUAL
_________________________ ________________________
VALUE ADDED AFFECT
__________________________ ________________________
DEFINES THE GROUP
______________________________
CALCULATED SOCIAL
_____________________________
HIGH-LOW STATUS
Product-country
stereotypes
Service stereotypes
Brand reputation
Brand may be viewed as an indicator of quality and/or
consistency of satisfaction - lessening risk.
Ethnocentrism
The belief that purchasing foreign products
hurts the local economy by causing loss of
jobs, and that it is morally wrong and
unpatriotic
Leads to the rejection of foreign products
Example: US people tend to buy US
products
BUY
AMERICAN!