Factors That Triggering Brand’s Country Of Origin Information : Moderating Effect Of Individual Values
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Date
2014-06
Authors
Teo, Poh Chuin
Journal Title
Journal ISSN
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Publisher
Universiti Sains Malaysia
Abstract
Grounded by both the Signaling Theory and Social Identity Theory, this study seeks to explore “when” and “why” individuals take initiative to seek for brand’s country of origin (COO) information. Indeed, this study examined the main and interaction effects of manipulated independent variables, titled product involvement and brand name, on individuals’ decision to take initiative to seek for brand origin information. The moderating effects of such individual values as materialism, world-mindedness, and consumer cosmopolitanism are also examined. Embedded mixed-methods research design was employed, in which a quantitative study (22 factorial experimental study) was first carried out to answer the “when’ question, and followed by a qualitative study (in-depth interview) that was conducted with the aim to answer the “why” question to supports research findings in the experimental study. Sample of this study is undergraduates, and the sampling method is convenience sampling. IBM SPSS Statistics software and Miscosoft Word were employed to assist in data analysis for quantitative and qualitative studies, accordingly. Findings revealed that product involvement showed a significant positive effect on individuals’ decision, whereas brand name influenced their decision significantly in adverse direction. However, no significant interaction effect between these manipulated independent variables was found. But the differences among individuals’ decision in different signaling situation were observed. Moreover, such individual values as materialism, world-mindedness, and consumer cosmopolitanism presented a significant moderating effect in enhancing the main impact of product involvement and brand name on individuals; decision. The theoretical contributions of this study are viewed from such perspectives as theory, literature, and methodology. In terms of practical contributions, the study explored the factors that influence the used of brand origin information, and provides suggestions to policy makers and market practitioners in the employ of brand origin information in policies and strategies formulation. Next, the limitations of this study are associated with the research context, and these have been the base for recommendations for future studies.
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Keywords
Factors that triggering brand's , country of origin information