The Effect of Product-Specific Country-of-Origin: The Evidence from Emerging Market

DOI

10.2991/aebmr.k.220701.068How to use a DOI?

Keywords

Country of Origin; International Marketing; Ethnocentrism; Emerging market

Abstract

This study aimed at evaluating Product-Specific Industry image from Country of Brand (COB) and Country of Manufacturing (COM) Origin on consumer perceived quality of a bi-national product. This research uses a cross-sectional survey to determine the COM effect towards consumers’ perceived quality on South Korean Sport Utility Vehicle Brand manufactured in Indonesia by involving 273 samples, which are then processed using the Structural Equation Modelling. The results indicate that the Car Industry Image from COM and Car Product Image from COB significantly influence consumers’ perceived quality. This research will give managerial implications to international automobile marketers to consider the car-specific country image when deciding the manufacturing location or involve the COM in the marketing communication process to domestic consumers.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Danang F Pamungkas
AU  - Imam Salehudin
PY  - 2022
DA  - 2022/07/12
TI  - The Effect of Product-Specific Country-of-Origin: The Evidence from Emerging Market
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 350
EP  - 353
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.068
DO  - 10.2991/aebmr.k.220701.068
ID  - Pamungkas2022
ER  -