Resolving the impasse regarding research on the origins of products and brands

TLDR

The paper aims to resolve controversy over the relevance of country and brand origin research, critiquing Magnusson et al.’s claim that country of origin matters regardless of consumer recall. The authors review academic and business literature to argue that origin-related attributes are largely unimportant in most purchases, highlighting the atheoretic nature of CO research, limited managerial relevance, weak consumer knowledge, and difficulties in using CO for positioning, and they critique MWZ’s contribution. The study concludes that country of origin research has limited relevance to customer choice and offers little actionable managerial guidance. This commentary is published in the International Marketing Review.

Abstract

Purpose The purpose of this paper is to address the apparent controversy surrounding the relevance of country of origin (CO) and brand origin (BO) lines of research, with particular reference to an article authored by Magnusson, Westjohn, and Zdravkovic (MWZ) whose research findings assert that CO matters, irrespective of whether customers can actually recall origins of brands. Design/methodology/approach Drawing on the extant literature from academic and business publications, the paper offers evidence regarding the relative unimportance of origin‐related attributes in most purchasing situations. In this context, the paper examines the atheoretic nature of CO research combined with a general lack of realistic managerial relevance, consumers’ impoverished CO and BO knowledge base, and the challenges of using CO as a positioning tool in marketing strategy. Finally, the paper examines some critical research issues regarding MWZ's contribution. Findings Country of origin research is not as relevant in customer choice process as some scholars believe and is generally void of meaningful managerial guidelines. Originality/value This is a commentary about an International Marketing Review article.