Country-of-origin and Consumer Ethnocentrism: Effect on Brand Image and Product Evaluation

Abstract

This study aimed to investigate the effects of consumer ethnocentrism and the country of origin in terms of brand image and the evaluation of products. Brand image affects the purchasing decisions of consumers and therefore this study aimed to establish a connection between purchasing decisions and a high brand image of a product. Based on the literature review, consumer ethnocentrism is found to have a significant effect on product attitudes and the perception towards quality products. Further, the country for which a product is first developed or manufactured is of significance, especially in cases that involve a developed country. According to the research, it has been found that brand image is superior to consumer ethnocentrism in the prediction of the perceptions of consumers within an economy and the attitudes of consumers towards a certain product. A high brand image is crucial for a company and therefore it must be created, developed and maintained to ensure the future success of the company. The research findings show that the country of origin predicts the perceptions and attitudes of consumers better than consumer ethnocentrism. The research was based on the evaluation of the country of origin in terms of a comparison of developed and developing nations. Consumer ethnocentrism is important in developing nations in the prediction of the perceptions of consumers within an economy and the attitudes of consumers towards a certain product. Key