- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Multinational Products for Consumer-Driven Global Sourcing Strategies
OH, Jae-Young
OH, Eunji
SHIN, Matthew Minsuk
Abstract
Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer's perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.
- keywords
- Country of Origin (COO), Multi-national Products, Consumer Ethnocentrism (CET), Global Sourcing Strategies
Reference
Ahmed, S. A., & d'Astous, A. (1993). Cross-national evaluation of made-in concept using multiple cues. European Journal of Marketing, 27(7), 39-52.
Alamro, A., & Rowley, J. (2011). Antecedents of brand preference for mobile telecommunications services. Journal of Product & Brand Management, 20(6), 475-486.
Amatulli, C., Guido, G., & Nataraajan, R. (2015). Luxury purchasing among older consumers: exploring inferences about cognitive Age, status, and style motivations. Journal of Business Research, 68(9), 1945-1952.
Asgari, O., & Hosseini, M. S. (2015). Exploring the Antecedents Affecting Attitude, Satisfaction, and Loyalty towards Korean Cosmetic Brands. Journal of Distribution Science, 13(6), 45-70.
Assael, H. (1992). Consumer Behavior and Marketing Action. Boston: PWS-KENT. 1992 Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-75.
Beverland, M., & Lindgreen, A. (2002). Using country of origin in strategy: The importance of context and strategic action. Journal of Brand Management, 10(2), 147-167.
Caruana, A., & Magri, E. (1996). The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence &Planning, 14(4), 39-44.
Cattin, P., Jolibert, A., & Lohnes, C. (1982). A cross-cultural study of “made in” concepts. Journal of International Business Studies, 13(3), 131-141.
Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192.
Chen, Y. M., Su, Y. F., & Lin, F. J. (2011). Country-of-origin effects and antecedents of industrial brand equity. Journal of Business Research, 64(11), 1234-1238.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Fetscherin, M., & Toncar, M. (2010). The effects of the country of brand and the country of manufacturing of automobiles: An experimental study of consumers'brand personality perceptions. International Marketing Review, 27(2), 164-178.
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363.
Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., & Weitz, B. (2012). Brand and country-of-origin effect on consumers' decision to purchase luxury products. Journal of Business Research, 65(10), 1461-1470.
Ha-Brookshire, J. E. (2012). Country of parts, country of manufacturing, and country of origin: consumer purchase preferences and the impact of perceived prices. Clothing and Textiles Research Journal, 30(1), 19-34.
Halim, R. E., & Zulkarnain, E. A. U. (2017). The effect of consumer affinity and country image toward willingness to buy. Journal of Distribution Science, 15(4), 15-23.
Hamzaoui-Essoussi, L., Merunka, D., & Bartikowski, B. (2011). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 64(9), 973-978.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30.
Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: a binational test of the decomposed country-of-origin construct. Journal of Business Research, 57(3), 256-265.
Jamal, A., & Goode, M. M. (2001). Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
Klein, G. J., Ettenson, R., & Krishnan, B. C. (2006). Extending the construct of consumer ethnocentrism:when foreign products are preferred. International Marketing Review, 23(3), 304-321.
Lee, W. N., Yun, T., & Lee, B. K. (2005). The role of involvement in country-of-origin effects on product evaluation: Situational and enduring involvement. Journal of International Consumer Marketing, 17(2-3), 51-72.
Li, Z. G., Murray, L. W., & Scott, D. (2000). Global sourcing, multiple country-of-origin facets, and consumer reactions. Journal of Business Research, 47(2), 121-133.
Liu, S., Perry, P., Moore, C., & Warnaby, G. (2016). The standardization-localization dilemma of brand communications for luxury fashion retailers'internationalization into China. Journal of Business Research, 69(1), 357-364.
Neuliep, J. W., & McCroskey, J. C. (1997). The development of a US and generalized ethnocentrism scale. Communication Research Reports, 14(4), 385-398.
Parameswaran, R., & Pisharodi, R. M. (1994). Facets of country of origin image: An empirical assessment. Journal of Advertising, 23(1), 43-56.
Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285-305.
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285-306.
Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the home front: The Intifada in Israel and its impact on consumer behavior. Journal of International marketing, 14(3), 92-114.
Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.
Smith, E. A. (2006). Foundations of Human Sociality:Economic Experiments and Ethnographic Evidence from Fifteen Small‐Scale Societies. American Anthropologist, 108(2), 420-421.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations