Country-of-Origin and Brand Effects:

The data for this research were collected from 365 male respondents through two separate studies at two different time periods using two different formats. Results indicated that the combined effects of country of design and country of assembly cues has a stronger impact than brand name on consumer evaluation of quality and purchase value of automobiles, VCRs and shoes. Magnitude of a priori cue differentiation played a strong role in product evaluation. Favorableness of a brand or country-of-origin cues is considerably modified when a consumer is provided with additional product-related information.