An investigation of country-of-origin effect using correspondence analysis: A cross-national context
Journal
International Journal of Market Research
Journal Volume
46
Journal Issue
3
Pages
267-295+386
Date Issued
2004
Author(s)
Abstract
Although there are numerous studies related to country-of-origin (COO) effects, empirical findings are dispersed because of the limited coverage of the origins, brands and countries used for investigation. This paper uses an existing data set that consists of a survey conducted across 20 nations to evaluate 11 automobile origins with 53 brands. This data set facilitates the verification of COO effects previously addressed in the literature from a holistic viewpoint. It also provides insight into the circumstances under which, and the extent to which, the COO effects could differ. The results derived from correspondence analysis (CA) suggest there are brand and national variations in the magnitude of COO effects. At brand level, COO effects appear to be more influential on the purchase behaviour of consumers who have a positive attitude towards the brand being investigated or perceive it to be of high quality. At the national level, COO effects seem to be more significant among nations where the availability of international automobile brands is lower. Furthermore, the findings not only support the notion that consumers tend to have a stronger preference for products that originate from their own countries, but also concur with the proposition that consumers also tend to have a stronger preference for products from countries in the same geographic region.
Type
journal article