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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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Author Info

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

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    File URL: http://www.sciencedirect.com/science/article/pii/S0969593103001070
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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 13 (2004)
    Issue (Month): 1 (February)
    Pages: 65-82

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    Handle: RePEc:eee:iburev:v:13:y:2004:i:1:p:65-82

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    Related research

    Keywords: Country-of-origin Manufacturing country Branding country Intrinsic cues Extrinsic cues Experimental study Cars and stereos;

    References

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    1. Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan, vol. 17(3), pages 101-126, September.
    2. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan, vol. 19(2), pages 235-255, June.
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    Cited by:
    1. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    2. Zhan, Ge, 2013. "Statistical power in international business research: Study levels and data types," International Business Review, Elsevier, vol. 22(4), pages 678-686.
    3. Veale, Roberta & Quester, Pascale, 2009. "Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality," International Business Review, Elsevier, vol. 18(2), pages 134-144, April.
    4. Dmitrovic, Tanja & Vida, Irena & Reardon, James, 2009. "Purchase behavior in favor of domestic products in the West Balkans," International Business Review, Elsevier, vol. 18(5), pages 523-535, October.

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