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Consumer Perception of Country-of-Origin Effect and Brand Effect

Abstract Both brand information and country-of-origin information are often used by consumers to reduce the complexity of task involved in information processing. This paper investigates both effects on hi-tech products. I find that, overall, both country-of-origin effect and brand effect are statistically significant. However, the brand name product with an unfavorable country-of-origin image does not lose its advantage compared to the brand name product with a favorable country-of-origin image. The no-name product with a favorable country-of-origin image can offset the disadvantage of not being the brand name product.