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.


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.


Md. Humayun Kabir Chowdhury, East West University, Bangladesh


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

Read More


Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

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.