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Abstract
Country of Origin (COO) fit refers to the consistency between a brand's origin and the country where that brand's products are manufactured. Recent research demonstrates that a lack of COO fit, as occurs when a brand chooses to manufacture a product outside of its brand origin, can reduce consumers' product evaluations when the brand origin and country of manufacture are perceived as equivalent by consumers (Johnson, Tian, & Lee 2016). This research expands upon that prior research and shows that - under some circumstances - a lack of COO fit may instead enhance product evaluations. Through an experimental study using US consumers, we demonstrate that the lack of COO fit can enhance customer evaluations when a brand based on a country with a poor reputation within its product category manufactures a product in a country with a more favorable reputation.
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Abstract
Country of Origin (COO) fit refers to the consistency between a brand's origin and the country where that brand's products are manufactured. Recent research demonstrates that a lack of COO fit, as occurs when a brand chooses to manufacture a product outside of its brand origin, can reduce consumers' product evaluations when the brand origin and country of manufacture are perceived as equivalent by consumers (Johnson, Tian, & Lee 2016). This research expands upon that prior research and shows that - under some circumstances - a lack of COO fit may instead enhance product evaluations. Through an experimental study using US consumers, we demonstrate that the lack of COO fit can enhance customer evaluations when a brand based on a country with a poor reputation within its product category manufactures a product in a country with a more favorable reputation.