Consumers’ Perceptions of Uni- and Bi-National Products: The Interaction of Country of Origin and Brand Name

Abstract

As a consequence of the increasing popularity of multi-national or even global manufacturing strategies, the number of products for which the countiy of production is different from the original home country of the brand has been increasing rapidly. Such products may be referred to as bi-national products -- as opposed to uni-national products, which are manufactured in the brand’s original country of origin.