country of origin – Paurav Shukla

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Friday, 09 June 2017 by Paurav Shukla

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

Published in Blog, Luxury marketing

Tagged under: brand origin, branding, country of origin, Haier, john players, misclassification, purchase intentions

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Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

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