Country-of-Origin Effects and Global Brand Trust: A First Look |
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Authors: | Alfred Rosenbloom James E Haefner |
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Institution: | 1. Marketing and International Business, Brennan School of Business , Dominican University , River Forest, Illinois, USA;2. University of St. Francis , Joliet, Illinois, USA |
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Abstract: | ABSTRACT This article reports the results of a global survey that explored the relationship between country of origin and brand trust in 22 product categories. The product categories of interest ranged from high involvement, durable goods (refrigerators, washing machines) to low involvement, fast moving consumer goods (chocolate bars, yogurt, disposable batteries). Respondents included consumers from the United States, Nepal, India, Poland, the Czech Republic, and Bulgaria. Country-of-origin effects yielded the research's most interesting finding: Global brands might have a regional, or meso level, component which brand trust has uncovered for the first time. |
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Keywords: | Country of origin brand trust global marketing consumer behavior |
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