A study on exploring the determinants of country-of-origin effect-based brand avoidance

Abstract

Country-of-origin effect is a significant factor that marketers must keep in mind while introducing a product in a foreign country. The country-of-origin effect, commonly known as the made-in image effect or ethnic group bias, is a psychosomatic outcome explaining how perceptions, attitudes and buying decisions of consumers are affected by country-of-origin and, if negative, may lead to country-of-origin effect-based brand avoidance. Country-of-origin-based brand avoidance is a phenomenon of consciously rejecting a brand based on the consumers’ evaluation of the country-of-origin. The study was conducted to explore the determinants of country-of-origin effect-based brand avoidance and to find out the factors most predictive of the phenomenon. The study concludes with clear academic and managerial implications.