The effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention

Abstract

This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.

Keywords

brand origin country, made-in country, product evaluation, purchase intention