One Country, Multiple Effects: A Study of Partitioned Country of Origin

Un seul pays, plusieurs effets: une étude de l'origine nationale partitionnée

Yohan Bernard (), Bertrand Belvaux, Georgina Gonzalez-Hémon () and Jean-François Notebaert ()
Additional contact information
Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UMLP - Université Marie et Louis Pasteur - UBFC - Université Bourgogne Franche-Comté [COMUE]
Bertrand Belvaux: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UMLP - Université Marie et Louis Pasteur - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe
Georgina Gonzalez-Hémon: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Jean-François Notebaert: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UMLP - Université Marie et Louis Pasteur - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe

Post-Print from HAL

Abstract: 1) Objectives/research questions. When a product is presented as originating from the same country as the target consumer, this origin may in fact be multidimensional, encompassing the brand's origin, the place of production, the origin of components, and so forth. What are the effects of these different origin dimensions on consumers' preferences for domestic products? 2) Methodology/approach. A quantitative empirical study employing conjoint analysis was carried out with a representative sample of 690 French consumers. The perceived national origin of the products was systematically manipulated along three dimensions: the nationality of the brand, the provenance of the raw materials, and the location of manufacture. 3) Results. The three origin-related dimensions exert distinct effects on consumer evaluations and jointly account for variations in preference structures. A respondent typology reveals a hierarchical pattern: brand nationality on its own is sufficient to trigger a country-of-origin effect; the place of production provides an additional reinforcing cue; and the origin of the raw materials functions as a complementary indicator. These effects appear to stem from differing motivational drivers, including support for the local economy, concern for employee welfare, and environmental considerations. 4) Managerial implications. These concern strategic brand management, communication, and, more broadly, the value-chain localisation strategy. 5) Originality. This research extends work on the partitioned effects of national origin by emphasising that these effects can be progressive and relatively independent of consumers' ethnocentrism and sense of national identity.

Keywords: patriotic benefits; Brand; Made-in effect; Country of origin; National origin (search for similar items in EconPapers)
Date: 2026-04-01
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2026, 122, pp.221-242

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05635233

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().