Faculty Publications

Title

The moderating effects of country of assembly, country of parts, and country ofdesign on hybrid product evaluations

Document Type

Article

Journal/Book/Conference Title

Journal of Advertising

Volume

30

Issue

4

First Page

67

Last Page

81

Abstract

This study examines the extent to which the country of origin for parts, assembly, and design may moderate country-of-origin effects on attitudes and purchase intentions. The results show that respondents’ attitudes are more positive when the product is assembled in the United States if U.S. parts are also used than if Mexican parts areused. Similarly, purchase intention is higher when the product isassembled in the United States and U.S. parts are used thanif Mexican parts are used. Televisions and stereos are usedas the products in this study. The results lend partial support to the congruity principle. Theoretical and public policy implications are discussed, as are limitations and suggestions for further research. © 2001 Taylor & Francis Group, LLC.

Original Publication Date

1-1-2001

DOI of published version

10.1080/00913367.2001.10673652

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