“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

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.