IDEAS home Printed from https://ideas.repec.org/a/pal/jintbs/v36y2005i4p379-397.html
   My bibliography  Save this article

Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations

Author

Listed:
  • Saeed Samiee

    (University of Tulsa, USA)

  • Terence A Shimp

    (University of South Carolina, USA)

  • Subhash Sharma

    (University of South Carolina, USA)

Abstract

An ever-growing literature has reported consumer bias toward national origins of products, and has explored factors that moderate such bias. Researchers have assumed, if only tacitly, that consumers are knowledgeable of brand origins, and that this knowledge is a significant influence that drives judgments of product quality, brand attitudes, and choice behavior in the marketplace. Using categorization theory and attribute diagnosticity as the theoretical foundation, our research reveals that consumers actually have only modest knowledge of the national origins of brands, and that American consumers’ proficiency at recognizing foreign brand origins is predicted by variables such as socioeconomic status, past international travel, foreign language skills, and gender. In the second of two studies, we determined that brand origin recognition is based largely on consumers’ associations of brand names with languages that suggest country origins. These studies ultimately lead us to conclude that past research has inflated the influence that country of origin information has on consumers’ product judgments and behavior and its importance in managerial and public policy decisions. Journal of International Business Studies (2005) 36, 379–397. doi:10.1057/palgrave.jibs.8400145

Suggested Citation

  • Saeed Samiee & Terence A Shimp & Subhash Sharma, 2005. "Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 379-397, July.
  • Handle: RePEc:pal:jintbs:v:36:y:2005:i:4:p:379-397
    as

    Download full text from publisher

    File URL: http://www.palgrave-journals.com/jibs/journal/v36/n4/pdf/8400145a.pdf
    File Function: Link to full text PDF
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: http://www.palgrave-journals.com/jibs/journal/v36/n4/full/8400145a.html
    File Function: Link to full text HTML
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jintbs:v:36:y:2005:i:4:p:379-397. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla) or (Rebekah McClure). General contact details of provider: http://www.palgrave-journals.com/ .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.