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.
Cite this article
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 -