Made in China

: the effect of country label on consumer perceptions

Abstract

This study investigates the influence of country-of-origin labels on Portuguese consumer perceptions, focusing on the effects of Chinese and non-Chinese brands. The research aims to evaluate how these labels impact consumers' trustworthiness, purchase intentions, loyalty, brand reputation, attitude towards the brand, business ethics, and corporate social responsibility (CSR). Through an experimental design involving 90 participants, the research evaluates consumer responses across different product categories (clothing and technology), country labels (China, Japan, and Ireland), and brand identities (Huawei, Sony, Shein, and Primark). The results indicate that country-of-origin labels significantly affect consumer perceptions, with Japanese brands receiving the highest scores across all dimensions, while Chinese brands face penalties in "match" conditions (correct country-of-origin information). However, these penalties are mitigated in "mismatch" conditions, suggesting that disassociating brands from negative stereotypes associated with their origin can improve consumer perceptions. The study concludes that country-of-origin plays a significant role in consumer perceptions and that understanding cultural biases and CSR practices is crucial for global marketing strategies. The findings highlight the importance of managing brand identity and CSR messages to overcome stereotypes and improve brand perception in international markets.

Date of Award	4 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sérgio Moreira (Supervisor)