An experimental study of two dimensions of country-of-origin (manufacturing country and branding country) using intrinsic and extrinsic cues

Narasimhan Srinivasan, Subhash C. Jain and Kiranjit Sikand

International Business Review, 2004, vol. 13, issue 1, 65-82

Abstract: This research examines simultaneously external and internal cues to investigate the impact of two dimensions of country-of-origin (manufacturing country and branding country) on product evaluations. Using an experimental design, multiple products and multiple countries are studied. The power of the analysis exceeds 95%. Effect sizes are also computed to provide the relative importance of various relevant variables. Overall, the findings indicate that it is beneficial for a seller to strategically focus on intrinsic quality, choose a developed country as the branding country, while deriving cost reductions by shifting manufacturing facilities to developing countries.

Keywords: Country-of-origin; Manufacturing; country; Branding; country; Intrinsic; cues; Extrinsic; cues; Experimental; study; Cars; and; stereos (search for similar items in EconPapers)
Date: 2004
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Citations: View citations in EconPapers (18)

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