Brand Origin Or Product Origin? the Effects of Country of Origin Fit on Brand Evaluation

Sangwon Lee, University of Central Florida, USA
Zachary Johnson, University of Central Florida, USA
Xin He, University of Central Florida, USA
The present country of origin research hypothesizes that country of origin will affect consumer’s evaluation based on either brand origin or product origin (country of manufacture). In the current research, we argue that country of origin evaluations consist of three components: brand origin, product origin, and fit between brand origin and product origin. Specifically, we examine the effects of country of origin fit through information processing fluency, which helps understand previously unexplained findings in the literature. As such, this study extends the country of origin research by introducing information processing fluency enhanced by fit between brand origin and product origin.
[ to cite ]:
Sangwon Lee, Zachary Johnson, and Xin He (2009) ,"Brand Origin Or Product Origin? the Effects of Country of Origin Fit on Brand Evaluation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1013-1014.