Title: Manifesting globalness through country of origin advertising and its effect on consumers' apparel purchase intention

Authors: Aastha Garg; Sibichan K. Mathew

Addresses: School of Retail and Fashion Merchandise, FDDI, FDDI Campus, A-10/A, Sector 24, Noida, Uttar Pradesh – 201301, India ' NIFT, NIFT Campus, Hauz Khas, Near Gulmohar Park, New Delhi – 110016, India

Abstract: Associating a brand with foreign origin remains a prevalent way to create desirable product associations. Though associating the country of brand (COB) is not mandatory by law in most countries, many brands use COB on their labels, with some brands going as far as to make deceptive claims. This paper attempts to study the consequences of implying COB from a country with favourable image by fashion brands in their promotional or advertising campaigns, which may be counter-factual. This paper studies the effect of misleading claims of COB on consumers' perceived quality judgement, social value, purchase intention and willingness to pay. Authors use cognitive dissonance theory and equity theory as a theoretical basis to test the hypothesis and find a diminution in consumers' perception of quality and perceived social value. This research intends to help apparel retailers manage and build marketing strategies for the Indian market.

Keywords: country of origin; COO; advertising; purchase intention; apparel; Indian consumer.

DOI: 10.1504/IJICBM.2024.143894

International Journal of Indian Culture and Business Management, 2024 Vol.33 No.4, pp.516 - 532

Received: 29 May 2023
Accepted: 19 Jun 2023
Published online: 13 Jan 2025 *

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