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

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.



Citation:

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.

Authors

Sangwon Lee, University of Central Florida, USA
Zachary Johnson, University of Central Florida, USA
Xin He, University of Central Florida, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Guilt Undermines Consumer Willingness to Buy More Meaningful Time

Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.