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An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues

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  • Srinivasan, Narasimhan
  • Jain, Subhash C.
  • Sikand, Kiranjit

Abstract

This research examines simultaneously external and internal cues to investigate the impact of two dimensions of country-of-origin (manufacturing country and branding country) on product evaluations. Using an experimental design, multiple products and multiple countries are studied. The power of the analysis exceeds 95%. Effect sizes are also computed to provide the relative importance of various relevant variables. Overall, the findings indicate that it is beneficial for a seller to strategically focus on intrinsic quality, choose a developed country as the branding country, while deriving cost reductions by shifting manufacturing facilities to developing countries.

Suggested Citation

  • Srinivasan, Narasimhan & Jain, Subhash C. & Sikand, Kiranjit, 2004. "An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues," International Business Review, Elsevier, vol. 13(1), pages 65-82, February.
    • Handle: RePEc:eee:iburev:v:13:y:2004:i:1:p:65-82
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    15. Zachary S Johnson & Yichao Tian & Sangwon Lee, 2016. "Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 403-418, July.
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