Purpose – This paper aims to show that the congruency between the source of a product being evaluated and the commonly held perceptions of that product's association with a country of origin (COO) leads to a more positive evaluation of that product. Design/methodology/approach – This is an...

This article reports the results of a survey of 151 Canadian male consumers. In this study, consumer judgements of products varying in their level of technological complexity made in both highly and newly industrialised countries (NICs) were obtained in a multi‐attribute and...

Purpose – The purpose of this paper is to provide an in‐depth examination of country‐of‐origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological...

Presents the results of a survey conducted among 194 retail salesmen of electronic equipment and 190 male consumers. According to salesmen, country of origin is a much less important attribute for shoppers of video‐cassette recorders and themselves than brand reputation. For the purpose of...

This article presents the results of a survey of 209 Mainland Chinese male consumers carried out in the late 1990s. In this study, consumer judgements of products made in both highly and newly industrialised countries were obtained in a multi‐attribute and multi‐dimensional context. As...

Investigates the effects of three countries of origin, three brand ames and three levels of price and service on consumers′ perceptions of the purchase value of an automobile. Based on data collected from a random sample of 179 Canadians and 197 Belgians, the results indicate that the effects...

Presents the results of a study in which judgement of quality and purchase value of three different product categories were obtained from 173 purchasing managers and 190 household consumers. The products varied according to the country where they were designed, the country where they were...