 Consumers' cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter?Timo Mandler, Sungbin Won and Kyungae Kim Journal of Business Research, 2017, vol. 80, issue C, 197-209 Abstract: Although research on country-of-origin (COO) effects in general is abundant, findings regarding the phenomenon of brand origin misclassification (i.e., consumers' association of a brand with the wrong COO) remain limited and inconclusive. This study fills this research gap by investigating how consumers' cognitive and affective responses upon learning the true origin of a previously misclassified brand drive the extent to which they revise their brand evaluation. Specifically, the authors explore the role of consumers' confidence in brand origin identification in this context. The results from an empirical study in South Korea (N=259) suggest that consumers tend to adjust their brand evaluations only if the true COO is perceived more favorably; they tend not to take a worse COO into consideration. Moreover, negative emotions lead to greater losses in brand evaluation than positive emotions lead to gains in that respect. Keywords: Brand origin misclassification; Country-of-origin; Confidence in brand origin identification; Confirmation bias (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:80:y:2017:i:c:p:197-209 DOI: 10.1016/j.jbusres.2017.05.014 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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