A Multivariate Model of Partitioned Country-Of-Origin on Consumer Quality Perceptions

A Multivariate Model of Partitioned Country-of-Origin on Consumer Quality Perceptions Abstract This paper deals with the effects of partitioned country-of-origin associations on consumer product quality evaluations. The main objective of this research is to examine the cognitive processes by which country-of-origin information influences consumer’s evaluation of a product. This research clarifies the roles of country-of-design, country-of-assembly, country-of-parts and brand image in evaluating consumer perceptions of product quality. Data were analyzed via structural equation models using Amos 5.0. Results of this study seemingly have implications for measurement, theory, and application. Finally, the study concluded with some limitations and directions for future research.

Citation:

Md. Humayun Kabir Chowdhury (2009) ,"A Multivariate Model of Partitioned Country-Of-Origin on Consumer Quality Perceptions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 587-588.