Country Image and Brand Perception of Hybrid Products from Emerging Economies

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The multiple country-of-origin products, or so called hybrid products, gain more and more interest in today’s consumer research filed, as empirical studies have shown that while products from industrialized countries generally enjoy positive country image both at home and abroad, products from the emerging market economies suffer liabilities of negative country image. The present study seeks to empirically test whether the country-of-origin sub-components: country-of-design, country-of-assembly, and country-of-parts, of a product with Western and non-Western countries-of-origin is important in the evaluation of unknown brand. Data were collected using a questionnaire that was administered to 243 students at Aalborg University. The results show that the student respondents do find the country of origins important when forming their brand perception or assessing the product; and they also ranked the products with the country of design and assembly coming from developed countries as the highest.
Original languageEnglish
Publication dateNov 2012
Number of pages30
Publication statusPublished - Nov 2012
Event19th International Business Research Conference - Monash University, Melbourne, Australia
Duration: 19 Nov 201221 Nov 2012


Conference19th International Business Research Conference
LocationMonash University


  • hybrid products, country of design, country of assembly, country of parts, brand perception, country of origin


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