Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites

Rodrigo, P. and Khan, H. and Valaei, N. (2023) Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites. Journal of Fashion Marketing and Management. ISSN 1361-2026

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Abstract

Purpose Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands remains limited. Hence, this study aims to investigate the cognitive structures behind foreign brand preference among professional elites in Sri Lanka. Design/methodology/approach Using the means-end chain (MEC) theory as the theoretical lens and building on the findings of 30 laddering interviews (semi-structured), a survey was conducted among 311 professional elites to uncover the key elements of the cognitive structures behind foreign brand preference. Findings The findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites', which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across Chinese and US COOs where the path coefficient is stronger for elites' preference for Chinese brands. Originality/value This study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites' preference for foreign brands.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Fashion Marketing and Management
Uncontrolled Keywords:
Research Output Funding/no_not_funded
Subjects:
?? country-of-origincognitive structuresmeans-end chain (mec) theoryelite consumersno - not fundednobusiness and international managementmarketinglums keywords ??
ID Code:
194568
Deposited By:
Deposited On:
26 May 2023 12:25
Refereed?:
Yes
Published?:
Published
Last Modified:
15 Jul 2024 23:43