Abstract:

Many experienced companies realize that Asia is not one market but rather consists of multiple markets. However, while companies focus on tailoring products and brands for local consumers, they are overlooking an important fact in understanding consumers: the 'country of origin' effect. It is unclear how consumers in many Asian markets evaluate brands originating in Asia compared to those originating in the United States/Western Europe or other Western markets. This presentation adds to the knowledge of how country of origin effects work, especially within the rapidly changing region of East Asia.