Purpose This study aims to examine the COO effect on potential consumers’ attitude toward smartphone brands in Brazil, focusing on cognitive (knowledge), affective (feeling) and conative (behavioral) components of attitude theory. Design/methodology/approach Two distinct between-subjects experimental designs were conducted with 206 participants from Generations Y and Z. In Experiment 1 (n = 103), attitudes were evaluated toward smartphone brands with disclosed COO (Apple, Samsung and Xiaomi). In Experiment 2 (n = 103), attitudes were assessed with only the COO indicated, excluding brand identification. Findings The results indicate that the disclosure of smartphone brands’ COO does not influence the attitudes of Brazilian potential consumers. Similarly, the COO effect, when isolated from brand identification, does not influence Brazilian potential consumers' attitudes toward smartphones. These findings suggest that the influence of COO on consumer preferences may be less decisive than traditionally assumed. Originality/value This study is innovative in not only investigating how COO impacts the formation of Brazilian potential consumers' attitudes toward smartphone brands, but also in analyzing this relationship more comprehensively by considering the interaction between COO, brand identity and the three components of attitude theory. By addressing this gap, the research provides valuable insights into consumer attitude in an emerging market.
Chu et al. (Wed,) studied this question.