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The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention |
| WU Jian, FU Guoqun |
| Guanghua School of Management, Peking University, Beijing 100871, China |
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Abstract This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.
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Issue Date: 05 September 2007
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