Abstract
Conjoint analysis is employed to quantify the trade-offs consumers make among multiple information cues in their preferences for automobiles. Among several other cues, two production location cues were incorporated into the study: "country of component manufacture" and "country of assembly." Cluster analysis followed the generation of conjoint utilities. "Country of assembly" was quite influential overall, and dominant in one cluster. The results indicate a significant reduction in the economic utility associated with an automobile when assembly is moved from the United States to Mexico. There is also a strong "national identification" embedded in responses to the brand variable.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Aulakh, Preet S. and Masaaki Kotabe. 1993. "An Assessment of Theoretical and Methodological Development in International Marketing: 1980-1990." Journal oflnternational Marketing 1(2): 5-28.
Babakus, Emin and Gregory W. Boller. 1992. "An Empirical Assessment of the SERVQUAL Scale." Journal of Business Research 24: 253-268.
Bilkey, Warren J. and Erik Nes. 1982. "Country of Origin Effects on Product Evaluations". Journal of International Business Studies 13(1): 89-99.
Carman, James M. 1990. "Consumer Perceptions of Service Quality: An Assessment of the SEVQUAL Dimensions." Journal of Retailing 66(1): 33-55.
Cronin, J. Joseph, Jr. and Steven A. Taylor. 1994. "SERVPERF versus SERVQUAL: Reconciling Performance-based and Perceptions-Minus-Expectations measurement of Service Quality." Journal of Marketing 58 (January): 125-131.
Chao, Paul. 1993. "Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product." Journal oflnternational Business Studies 24(2): 291-306.
Ettenson, Richard, Janet Wagner and Gary Gaeth. 1988. "Evaluating the Effect of Country of Origin and the "Made in the USA" Campaign: a Conjoint Approach." Journal of Retailing 64(1): 85-100.
Etzel, Michael J. and Bruce J. Walker. 1974. " Advertising Strategy for Foreign Products." Journal of Advertising Research 14( June): 41-44.
Green, Paul E. and V. Srinivasan. 1990. "Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice." Journal of Marketing 54(4): 3-19.
Hampton, Gerald M. 1977. "Perceived Risk in Buying Products Made Abroad by American Firms." Baylor Business Studies (Oct.): 53-64.
Johansson, Johny K. and Israel D. Nebenzahl. 1986. "Multinational Production: Effect on Brand Value." Journal of International Business Studies 17 (3): 101-126.
Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry. 1994. "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research." Journal of Marketing 58 (January): 111-124.
Rao, Ashkay R. and Kent B. Monroe. 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations." Journal of Consumer Research 15(2): 253-264.
Reilly, William J. 1929. Method for the Study of Retail Relationships. University of Texas Press: Austin. Schooler, Robert D. 1965. "Product Bias in the Central American Common Market." Journal of Marketing Research 2(4): 394-397.
Teas, R. Kenneth. 1994. "Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment." Journal of Marketing 58: 132-139.
Wall, Marjorie, John Liefeld and Louise A. Heslop. 1991. "Impact of Country-of-Origin Cues on Consumer Judgements in Multi-cue Judgements: a Covariance Analysis." Journal of the Academy of Marketing Science 19(2): 105-113.
Zaichkowsky, Judith L. 1985. "Measuring the Involvement Construct." Journal of Consumer Research 12(3): 341-352.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Laskey, H.A., Seaton, F.B. (2015). The Impact of Brand National Affiliation and Country of Production on Consumer Preferences. In: Gomes, R. (eds) Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13147-4_50
Download citation
DOI: https://doi.org/10.1007/978-3-319-13147-4_50
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13146-7
Online ISBN: 978-3-319-13147-4
eBook Packages: Business and EconomicsBusiness and Management (R0)