Do Component Systems and Country-of-Origin Information Influence Product-Brand Evaluations?

Abstract

In 1996, the Ssanyong-Musso, a new Korean-made recreational vehicle, was released into the Australian market. The product, distributed through the Mercedes-Benz retail network, was advertised as having a Mercedes-Benz engine. The link between a new unknown brand and a well-established prestigious one, via the explicit promotion of one component, appears to be critical for the positioning of Ssangyong in the luxury car market Even though this multi-branding strategy does not necessarily represent a trend, it may reflect one consequence of the globalisation of the automotive industry.