Country of origin, consumer's Perception and Brand Image
Country of origin, consumer 's Perception and Brand Image
Introduction
The impact of country of origin (COO) on the consumer 's perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today 's business has resulted in unprecedented problems for manufacturers, marketers, and consumers (L. Y. Lin & Chen, 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm 's decision to manufacture its goods in certain countries and how to brand (Parkvithee & Miranda, 2012).
Country-of-origin or in other words the "Made in" is a concept which states that people constitutes attitudes and believes shaping the perceptions to products from specific countries and this influences purchase and consumption behaviors in international markets. The “Made In” image is the picture, the reputation, the stereotype that businessmen and consumers attach to products of a specific country (Bilkey and Nes, 1982; Gaedeke, 1973; Johansson, 1989; Nagashima, 1970, 1977, Zain and Yasin, 1997). Country-of-origin image (COI) has a strong influence on consumer behavior in the global market, as it is associated with mass communication, personal experience, as well as brand image. COI is defined as the consumer 's perception formed of a certain product offering according to this offering 's country of origin (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999).
The country, the type of product, and the image of the company and its brands all influence whether the country of origin will engender a positive or negative reaction. A variety of generalization can be made about country of origin effects on products and brands. Consumers tend to have stereotypes about products and countries that have been formed by experience, hearsay, and myth (Piron, 2000, p. 308; Roth and Rameo, 1992, p.479).
Stereotypes of country and the preference of customer
Introduction
The impact of country of origin (COO) on the consumer 's perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today 's business has resulted in unprecedented problems for manufacturers, marketers, and consumers (L. Y. Lin & Chen, 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the firm 's decision to manufacture its goods in certain countries and how to brand (Parkvithee & Miranda, 2012).
Country-of-origin or in other words the "Made in" is a concept which states that people constitutes attitudes and believes shaping the perceptions to products from specific countries and this influences purchase and consumption behaviors in international markets. The “Made In” image is the picture, the reputation, the stereotype that businessmen and consumers attach to products of a specific country (Bilkey and Nes, 1982; Gaedeke, 1973; Johansson, 1989; Nagashima, 1970, 1977, Zain and Yasin, 1997). Country-of-origin image (COI) has a strong influence on consumer behavior in the global market, as it is associated with mass communication, personal experience, as well as brand image. COI is defined as the consumer 's perception formed of a certain product offering according to this offering 's country of origin (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999).
The country, the type of product, and the image of the company and its brands all influence whether the country of origin will engender a positive or negative reaction. A variety of generalization can be made about country of origin effects on products and brands. Consumers tend to have stereotypes about products and countries that have been formed by experience, hearsay, and myth (Piron, 2000, p. 308; Roth and Rameo, 1992, p.479).
Stereotypes of country and the preference of customer