The effect of country of origin in dominant brands

Abstract

Country of Origin Effect has been discussed for many years and several authors have argued that is a way to differentiate the product from competitors and is a fundamental element that affects perceptions, preference and willingness consumer to buy. Currently, however, several authors argue

that this effect has become less important, since even in comparison goods,

which implicates a higher involvement level, many consumers do not know

the Country of Origin of the product for the reason that the brand is quite

dominant and this is most relevant to the consumer, regardless of where it

comes from. This study evaluates the effect of country of origin dominant

in comparison products brands such as portable computers. The empirical

results show that this effect is diluted when brands already occupy an important

place in the mind of the consumer