The Effect of Country of Origin of Brand and Country of Manufacture on Apparel Purchase Decision

Abstract

Global fashion value chains are in the process of redefining the meaning and significance of newlineCountry of Origin (COO) - one of the critical elements of consumer purchase behaviour for newlineapparel. COO, which once was synonymous with Made in ... is now associated with at least newlinetwo (sometimes more) key dimensions Country of Manufacture (COM) and Country of Brand newline(COB). While COM is mandated by law in most countries and hence is prominently displayed newlineon labels, COB is widely used by marketers to amplify brand appeal. Each of these may newlineexemplify a different, and at times conflicting, perception in the minds of consumers. newlineMultiple country images may create cognitive dissonance among consumers due to the newlinedifferent or disintegrated country images of the Country of (Brand) Origin and Country of newlineManufacture. Consumers in a country may show a (un) favourable attitude towards bi-national newlineproducts, which may originate from one country and are made in another. Applying the theory newlineof cognitive dissonance (Festinger, 1957) the consumer may be motivated to modify their newlineattitude/behaviour towards the product to relieve them from the discomfort caused due to the newlinedissonance created by the (in) congruent country images associated with the apparel product. newlineThis study is conducted to examine the interaction of (in)congruent and (un)favourable country newlineimages of COB and COM on consumer evaluation, i.e. perceived quality, perceived risk newline(social, financial, performance) trust, attitude and purchase intentions towards bi-national newlineapparel products (apparel brands originated in one country and manufactured in another) newlineusing a 2X2 factorial design (COB = France/India, COM = Italy/India). The study also aims to newlineprovide a solution to how the consumer s attitudes towards bi-national products encompassed newlinewith (un)favourable images be enhanced through endorsing country image via different newlinepromotional message videos (i.e. advertisements highlighting macro country image/ micro newlinecountry image). The study provides practical contributions to firms oper