Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience

  • Tse D
  • Lee W
 et al. 
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This article reports two studies on how negative country images can be removed by investigating the effects of decomposing country image into component and assembly origins, as well as the effects of global branding and product experience. Study 1 examines the psychological mechanism consumers use when a country image is decomposed into component and assembly origins. Study 2 extends the effect of decomposing country image to the context of global brands and product experience. It was found that subjects do not seem to differ either in the psychological mechanism they use or in their confidence in evaluating a product which is "made in" a country versus a product which has its "components from" and "is assembled in" the same country. As hypothesized, the effect of country image was weakened when it was decomposed. A strong positive brand was found to override negative assembly origin effect. After the product experience, the component origin effect was also removed. These findings suggest that when manufacturers lower their production costs by globalizing their production lines, they may simultaneously benefit from having a positive product image. [ABSTRACT FROM AUTHOR] Copyright of Journal of International Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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  • David K. Tse

  • David K. Tse

  • Wei-na Lee

  • Wei-na Lee

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