Country-Of-Origin Effects for Uni-National and Bi-National Products

C Min Han and Vern Terpstra
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C Min Han: University of Michigan
Vern Terpstra: University of Michigan

Journal of International Business Studies, 1988, vol. 19, issue 2, 235-255

Abstract: This study examines the effects of country-of-origin and brand name cues on consumer evaluations of uni-national and bi-national products and estimates of the perceived values of such cues. From personal interviews with a regional quota sample of household residents, the study found the salience of country-of-origin in product evaluations under within-subject experimental design. Finally, managerial implications are discussed in regards to international branding and sourcing strategies.© 1988 JIBS. Journal of International Business Studies (1988) 19, 235–255

Date: 1988
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