Country-of-Origin Effects on Brand Authenticity

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2023, Volume 1, Issue 4 : 1-5

Research Article

Country-of-Origin Effects on Brand Authenticity

Michael J. Anderson

Shazia Rahimi

Gabriel Monteiro

Department of Global Branding & Consumer Identity, University of Copenhagen, Denmark

School of Marketing Psychology & Cultural Studies, Indian Institute of Business Management, Bengaluru, India

Faculty of International Commerce & Market Sociology, University of São Paulo, Brazil

Abstract

Country-of-origin (COO) influences consumer perceptions of brand authenticity by shaping beliefs related to heritage, craftsmanship, cultural legitimacy, and product expectations. With globalization blurring national identities and supply chains, COO has evolved from a simple labeling variable to a key determinant of brand authenticity and credibility. This study examines how COO effects differ across product categories and cultural contexts, using mixed-method research including a 1,032-respondent global survey, interviews with branding professionals, and consumer case analysis from diverse markets. The study finds that COO strongly influences premium, heritage-driven products such as luxury fashion, automobiles, food, and traditional crafts, while its impact declines for digital services and commoditized goods. A conceptual COO–Authenticity framework is proposed, outlining mechanisms through which origin cues shape purchase intentions.

Keywords

Country-of-Origin

Brand Authenticity

Cultural Branding

Consumer Perception

Globalization

Market Identity

License

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