Thesis: Country of Origin Effect

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硕士研究生学位论文

姓    名：Leandro Jardineiro                   

学    号：1201213765             

院    系：汇丰商学院 – Peking University HSBC Business School       

专    业：企业管理 – Management

研究方向：Country of Origin Research                       

导师姓名：Kevin Chastagner         

COO Effect, Attributes Perception, Price and Brand Equity interactions with Perceived Product Quality, having Product Familiarity as a moderator

Leandro Jardineiro – Management Major

Directed by Kevin Chastagner

Abstract

        This paper investigated the relationship that Country of Origin (COO) effect, Attributes Perception, Price and Brand Equity had with Perceived Product Quality (PPQ). The contribution to literature was dividing COO into two sub-effects, the consumer Animosity Level Towards a Country (ALTS) and the consumer perception of the average Country’s Product Quality (CPQ), while at the same time, all variables were being moderated by Product Familiarity.

        The first result of this paper shows that COO impact in PPQ results from a single source: CPQ. Animosity was not proved to be statistically significant, what implies that COO might only be composed of a single effect and not two. The second finding establishes that Attributes Perception, CPQ and Brand impact PPQ positively. The last result shows that CPQ and Brand Equity are moderated by Familiarity. For high familiarity levels, as values of CPQ and Brand Equity increase, PPQ also rises. For low familiarity levels, as values of CPQ and Brand increase, PPQ decreases.

This paper also suggests that managers should try to align 3 variables (Attributes, CPQ and Brand Equity) in order to improve the consumer perception of their company’s products.

Keywords: Country of Origin; Brand Equity; Product Familiarity; Perceived Product Quality

原产国作用，属性认知，价格和品牌与产品质量感知的相互作用，通过产品相似度进行中和

Leandro Jardineiro-管理专业

指导老师-Kevin Chastagner

摘要

本文调查了原产国作用、属性认知、价格和品牌平等度与产品质量感知的关系。对于文学的贡献是将原产国作用的作用化分为两个子效应。消费者对一个国家的敌意水平和消费者对一个国家产品质量平均水平的认知；同时，所有可变量因素又被产品相似度所中和。

本文第一个结论显示原产国作用对产品质量感知产生的影响来源于一个单一因素-国家产品质量水平。敌意度没有被明显证明，这意味着原产国作用可能仅仅由一个或者两个作用组成；第二个结论证明属性认知。国家产品质量水平和品牌积极地影响了对产品质量的感知；最后一个结论显示国家产品质量水平和品牌平等被相似性所中和；对高相似度水平，国家产品质量水平和品牌平等度升高，产品质量感知也随之升高；对低相似度水平，国家产品质量水平和品牌升高，产品质量感知则降低。