“Made-In” Label, Socio-Demographic Characteristics and Income as Moderators of the Brand Types in Terms of the Country-of-Brand-Origin Impact on Consumers` Purchase Intentions

Purpose: The paper aims to examine the moderating effect of “made-in” label, consumer`s socio-demographic characteristics and income on the relations between brand type in terms of the country-of-brand-origin (COBO) applied by emerging market company with purchase intentions of consumers from the European Union market. Design/Methodology/Approach: An experimental conjoint analysis and multilevel linear models were used, and covered random sample of 1012 Poles aged 18-65, and concerned durable goods (household appliances). Findings: “Made-in” label, consumer`s socio-demographic characteristics and income differentiate purchase intentions towards various brand types in terms of the COBO applied by emerging markets companies. Practical Implications: Indicated impact of socio-demoraphic characteristic and income as moderators of brand types in terms of COBO may be a basis for shaping international brands strategies for brand owners from emerging countries. Originality/Value: The major contribution of this study is a simultaneous examination of the “made-in” label, socio-demographic characteristics and income as moderators of the brand type in terms of the COBO applied by emerging market firms on consumer purchase intentions.