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“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

Author

Listed:
  • Witek-Hajduk
  • Marzanna Katarzyna
  • Grudecka
  • Anna

Abstract

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.

Suggested Citation

  • Witek-Hajduk & Marzanna Katarzyna & Grudecka & Anna, 2021. "“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," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 634-646.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:4b:p:634-646
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    References listed on IDEAS

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    More about this item

    Keywords

    Brand types; COBO; “made-in”; consumers` socio-demographic characteristics; income; purchase intentions; emerging markets.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business

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