The effect of country of origin and ethnocentrism on attitudes: a cross-cultural investigation

Previous studies mostly involved consumers from the more developed countries to discuss the concept of country of origin and ethnocentrism. This paper examines the consequences of country of origin and ethnocentrism in developing and underdeveloped countries. This survey-based study, with 173 respondents from Taiwan and 140 from Cambodia, uses electronic products as stimulus. The results indicate that both Taiwanese and Cambodian respondents perceive Japanese brands electronic products as the most favourable and have high attitudes and intention to purchase. Taiwanese, Thailand, and Chinese electronic products are perceived as second, third, and fourth, respectively. Moreover, the results exhibit that consumers may disregard the concept of ethnocentrism and use brand image as the major consideration in purchasing decision-making.