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Volume :16 Issue : 1 2009      Add To Cart                                                                    Download

Product-Country Perceptions: Similarities and Differences Among Moroccans and Taiwanese

Auther : Ahmed Sadrudin
Alain dAstous

The objective of this article is to examine the cross-cultural differences in country-of-origin (COO) consumer perceptions. More precisely, the article reports the results of a study showing how COO perceptions of 202 Taiwanese and 153 Moroccan male respondents vary across fourteen countries as a function of product complexity and manufacturing dimensions. The results indicate that COO differences due to product complexity and manufacturing dimensions are more important among Taiwanese than among Moroccans. Taiwanese appear to show some animosity towards China. In addition, product-country familiarity is significantly associated with a favorable COO perception. It is therefore concluded that the improvement in COO evaluation might be brought about by increasing product-country familiarity. Because products made in Latin American countries have the lowest level of familiarity globally, increasing familiarity with these countries products is particularly important to achieve export success.

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