دانلود رایگان مقاله منشا نام تجاری کشور سازگار تولید شواهد انگلستان و چین

abstract

The process of manufacturing and marketing international products is increasingly complex and especially for multinational corporations that strive to lower production costs while adapting their products and services to match local preferences. Localization of international business has been shown to generate differing country of origin (COO) effects in terms of the brand origin and country of production (COP) congruity issue. Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization issues particularly when a well known brand are from a developed country and COP is in a developing country. This study extends past studies on the COO effect to examine whether a negative COP affects consumer product perception and consumer purchase decision of a well-known brand. Hypotheses are tested empirically against survey consumer data from the UK (developed country) and People's Republic of China (developing country) using Sony as a global brand. The main findings show that both brand origin and COP are particularly important for consumers in a developed country in their product evaluations while perceived brand image of a developing country and price are key factors for consumers in a developing country. In addition, knowledge of the extent of consumer ethnocentrism can be a major determinant for branding decisions related to using product information cues about country of production and/or an international brand image.

7. Conclusions, limitations and future research

The present study addresses a gap about country-of-origin and country-of-production, which serves to better inform international firms for marketing high-tech consumer electronics in countries with contrasting pace of economic development namely in the context of a developed country (UK) and a developing country (China) using a well-established brand, Sony. Although there have been many studies on brand origin and consumer ethnocentrism using the CETSCALE, there is little research comparing consumers in developed and developing countries about their perceptions of a specific high-tech product (Sony) manufactured originally in Japan (a developed country) or in a developing country (e.g., Malaysia). Many international firms (brands) based in developed countries may establish manufacturing production in developing countries while exporting their products worldwide in today's global supply chains. The results of this study suggest that brand congruency is significant for consumers in a developed country (UK) in terms of their less favorable perceived brand image of products made in a developing country. Although the evidence suggests that Chinese consumers may be influenced by ethnocentrism, they also do not exhibit a favorable brand image of products manufactured in a developing country. This may reflect technological competency of a developed country and consumer ethnocentrism. As such, the country-ofproduction is one of the key determinants in consumer buying decisions especially when the type of product is technologically sophisticated and where the product is manufactured differed from country-of-origin.