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Does effects of brand origin misperception jeopardize brand equity?
Tseng, Ting Hsiang1; Chan, Nga Cheng2; Liu, Matthew Tingchi2; Lin, Chieh Yu3
2022-01-03
Source PublicationAsia Pacific Journal of Marketing and Logistics
ABS Journal Level1
ISSN1355-5855
Volume34Issue:1Pages:209-226
Abstract

Purpose: The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength in the relationship between BOM and brand equity. Design/methodology/approach: The current study adopted a 4 (BO identification: favorable BOM vs adverse BOM vs non-identification vs correct identification) × 2 (brand strength: strong vs weak) between-subjects design. A total number of 547 participants performed assessments on the automotive brand. The current study selected three strong brands and three weak brands for tests. In the experiment, respondents had to associate the brand with its country of origin. The assignment of BO conditions was based upon respondents' natural responses provided. ANOVA was used for data analysis. Findings: The results indicate that as compared to correct BO identification, BOM (either adverse or favorable) or non-identification exerts a more negative impact on brand equity. Moreover, the study demonstrates that brand strength moderates the effect of perceived BO on brand equity. Originality/value: This study provides empirical support to the notion that BOM is detrimental to brand equity. Specifically, when adverse BOM occurs, a strong brand suffers more from the negative consequences resulted than a weak brand does. Conversely, when consumers misattribute the BO to a country with a stronger image than its real origin (i.e. favorable BOM), the resulting negative effect is reversed. Moreover, the non-identification of BO hurts the brand equity of both strong and weak brands.

KeywordBrand Origin Misperception Brand Strength Country Image
DOI10.1108/APJML-07-2020-0541
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000636295000001
Scopus ID2-s2.0-85103386431
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Cited Times [WOS]:1   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
Corresponding AuthorLiu, Matthew Tingchi
Affiliation1.International Trade, Feng Chia Universtiy, Taichung, Taiwan
2.University of Macau, Taipa, Macao
3.Feng Chia University, Taichung, Taiwan
Corresponding Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Tseng, Ting Hsiang,Chan, Nga Cheng,Liu, Matthew Tingchi,et al. Does effects of brand origin misperception jeopardize brand equity?[J]. Asia Pacific Journal of Marketing and Logistics,2022,34(1):209-226.
APA Tseng, Ting Hsiang,Chan, Nga Cheng,Liu, Matthew Tingchi,&Lin, Chieh Yu.(2022).Does effects of brand origin misperception jeopardize brand equity?.Asia Pacific Journal of Marketing and Logistics,34(1),209-226.
MLA Tseng, Ting Hsiang,et al."Does effects of brand origin misperception jeopardize brand equity?".Asia Pacific Journal of Marketing and Logistics 34.1(2022):209-226.
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