French Canada and the Philippines: Comparing Product-Country Perceptions

Sadrudin A. Ahmed ； Alain d'Astous

《Asia Pacific Management Review》 12卷3期 (2007/06) Pp. 133-143

並列摘要

This article presents the results of a survey of 195 Philippine and 250 French Canadian male consumers in which the perceptions of thirteen countries of origin (COO) were measured in a multi-attribute/multi-dimensional context. The study was carried out in order to broaden the conceptual underpinnings of COO effects that have so far been derived mainly from Western studies by providing evidence of the moderating effect of nationality. In comparison with the French Canadians, Philippine respondents were more favorable towards products made in highly industrialized nations and products designed in East Asian countries. They also showed a greater home-country bias than their counterparts and were much more familiar with products made in ASEAN countries. In general, Canadian products were perceived to be better performing, of higher quality, more original, and more expensive than Philippine products. In evaluating products, the brand name and the country where the parts originated from were more important to Philippine consumers, whereas country of design, country of assembly, and warranty were more important to French Canadians. Younger and less affluent French Canadians were more favorable towards ASEAN products whereas educated French Canadians were more favorable towards products made in highly industrialised countries. While the most important predictor of country perceptions in the French Canadian sample was involvement with automobiles, in the Philippine sample it was involvement with VCR.

並列關鍵字

Country of origin ； Culture ； Product-country perceptions ； French Canada ； the Philippines

參考文獻

Ahmed, S. A.,d`Astous, A.(2002).South East Asian consumer perceptions of countries of origin: The case of automobiles and videocassette recorders.Journal of Asia Pacific Marketing.1(1),19-41.

Ahmed, S. A.,d`Astous, A.(2001).Canadian consumer perceptions of products made in newly industrializing East Asian countries.International Journal of Commerce and Management.11(1),54-81.

Ahmed, S. A.,d`Astous, A.(2002).South East Asian consumer perceptions of countries of origin: The case of automobiles and videocassette recorders.Journal of Asia Pacific Marketing.1(1),19-41.

Ahmed, S. A.,d`Astous, A.(2003).Product-country images in the context of NAFTA: A Canada-Mexico study.Journal of Global Marketing.17(1),23-44.

Ahmed, S. A.,d`Astous, A.(2007).Moderating effect of nationality on country-of-origin perceptions: English-speaking Thailand versus French-speaking Canada.Journal of Business Research.60(3),240-248.