Canada Taiwan differences in product-country perceptions

Purpose - The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions. Design/methodology/approach - This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers in Canada and 153 in Taiwan. The data were analyzed usingt tests and Spearman non-parametric correlations. Findings - The results indicate that product complexity and manufacturing process moderate country-of-origin perceptions. In addition, differences in product-country familiarity, travel distance and national consumer characteristics like ethnocentrism, patriotism, animosity and cultural/linguistic affinity are significantly associated with cross-national differences in country-of-origin perceptions. Cultural distance was not related to cross-national differences. Research limitations/implications - Because this study was based on consumer perceptions of a limited number of countries, carried out in only two country locations using a product-based-only evaluation of country of origin, firm conclusions cannot be drawn. Additional studies should be conducted with a larger number of stimulus countries and include macro, attitudinal evaluations of country of origin. Practical implications - The results show that manufacturing process and product technological complexity factors may be used globally in promotion and location decisions. It seems important to increase consumers' familiarity with a country of origin and its products to improve its overall perception. Originality/value - This study contributes to the marketing and international business literature and provides insights to international marketers at understanding the reasons why countries may hold different perceptions of a country of origin.