Brand origin in an emerging market: perceptions of Indian consumers

Jin, Zhongqi and Chansarkar, Bal (2006) Brand origin in an emerging market: perceptions of Indian consumers. Asia Pacific Journal of Marketing and Logistics, 18 (4). pp. 283-302. ISSN 0945-7517

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Purpose – The study aims to examine the usefulness of the brand origin concept in shaping the
perceptions of Indian consumers.

Design/methodology/approach – Guided by recent advance in social identity theory and social
motivation theory, a dynamic iterative model of brand origin recognition is proposed. Six hypotheses
were tested using a sample of 145 consumers from west of India. Using paired t-test, average
consumer preference of brand origin was analysed for different product categories. A factor analysis
with varimax rotation for determining band images was also carried out.

Findings – The results demonstrated that most consumers can recognise the brand origin correctly
but the power of recognition decreases when the brand has a long history of ‘‘localization’’.
Distinguished trajectories of consumer perceptions of foreign brands and domestics brands were
projected, and this allowed one to extend existing country of origin (CO) research to brand of origin

Practical implications – The results implied that brand origin is a useful concept for companies
engaging in an emerging market such as India. But the changing nature of the concept requires
careful steering and nurturing if companies want to attach a positive value to its brand via brand
origin association.

Originality/value – Research into CO effect has been extensive. However, few studies examine
empirically the effect of ‘‘brand origin’’ which is more appropriate in emerging market in today’s
increasingly competitive global environment. This paper is a first to explore the validity of the
concept of brand origin in the Indian market.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 4337
Useful Links:
Depositing User: Mrs Sue Black
Date Deposited: 02 Mar 2010 15:48
Last Modified: 13 Oct 2016 14:17

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