A Cross-National Comparison of Country-of-Origin Effects on Product Evaluation
Year
1992
Author(s)
Sung-Tai Hong, Youjae Yi
Journal
Journal of International Consumer Marketing
Volume
4(4)
Pages
49-71
This paper presents the results from a cross-national study of the impact of country-of-origin information on the United States and Korean consumer perceptions of foreign products. Several interesting results are found. First, significant country-of-origin effects are found even when country-of-origin information is presented along with other product attribute information. Second, country-of-origin effects are stronger for Koreans than for Americans, especially when products are made in unfavorable countries. Third, country-of-origin information has direct effects on product evaluations independently of other product attributes. Finally, product attribute information has stronger effects on overall evaluations than does country-of-origin information. Theoretical and practical implications of these results are also discussed.