One Country, Multiple Effects: A Study of Partitioned Country of Origin[Un seul pays, plusieurs effets : une étude de l'origine nationale partitionnée]

1) Objectives/research questions. When a product is presented as originating from the same country as the target consumer, this origin may in fact be multidimensional, encompassing the brand's origin, the place of production, the origin of components, and so forth. What are the effects of these different origin dimensions on consumers' preferences for domestic products?2) Methodology/approach. A quantitative empirical study employing conjoint analysis was carried out with a representative sample of 690 French consumers. The perceived national origin of the products was systematically manipulated along three dimensions: the nationality of the brand, the provenance of the raw materials, and the location of manufacture.3) Results. The three origin-related dimensions exert distinct effects on consumer evaluations and jointly account for variations in preference structures. A respondent typology reveals a hierarchical pattern: brand nationality on its own is sufficient to trigger a country-of-origin effect; the place of production provides an additional reinforcing cue; and the origin of the raw materials functions as a complementary indicator. These effects appear to stem from differing motivational drivers, including support for the local economy, concern for employee welfare, and environmental considerations.4) Managerial implications. These concern strategic brand management, communication, and, more broadly, the value-chain localisation strategy.5) Originality. This research extends work on the partitioned effects of national origin by emphasising that these effects can be progressive and relatively independent of consumers' ethnocentrism and sense of national identity.