Disentangling Two Types of Country of Origin: the Interactive Effects of Brand Origin and Product Origin on Persuasion

Sangwon Lee, Ball State University, USA
Xin He, University of Central Florida, USA
This research examines the joint effects of brand origin and product origin on persuasion. Through two experiments, we show that brand origin moderates the effect of product origin on consumer attitude. Further, we demonstrate the mechanism underlying the interactive effects of brand origin and product origin through consumer involvement.
[ to cite ]:
Sangwon Lee and Xin He (2012) ,"Disentangling Two Types of Country of Origin: the Interactive Effects of Brand Origin and Product Origin on Persuasion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1113-1113.