ABSTRACT
This study investigates the individual effects of brand name and the country-of-brand (COB) on consumers’ overall product evaluations when only brand name information is provided. The effects of these same factors on brand consideration (and rejection) are also explored. A study involving subjects from two countries was conducted to test these effects in a cross-cultural context. The results show a strong COB effect despite the lack of available COB information, suggesting that country-of-origin (COO) effects are extremely robust. However, brand name also plays a strong and incremental role in influencing subjects’ evaluations. Furthermore, these effects differ by subject nationality. Finally, the results show that COB and brand both have an incremental impact on brand consideration beyond that of brand evaluation. Consequently, COB and brand should both be viewed as important in 24puts to consumer decision making, and both must be carefully managed.
