Emerging market consumers’ country of production image, trust and quality perceptions of global brands made-in China

Abstract

Purpose – The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in China. Design/methodology/approach – Using the mall-intercept survey method from the 17 largest cities in Turkey, 3,373 consumers were interviewed about their thoughts on the COP images, trust and quality perceptions of well-known global brands. Findings – Study findings show that the COP had a significant negative effect on brand image, brand trust and perceived quality of the global brands when consumers learned that China was the COP. Product type also influenced the intensity of the negative perceptions. Quality perceptions, image and trust were found to be highly correlated with purchase intentions. Research limitations/implications – Consumers’ levels of involvement with the products used in this study might be different in different countries. Different variables (such as lifestyles and personality) could provide additional explanation for the strength of the relationships identified between the COP information and quality perceptions. Global brands with different brand strength levels could be evaluated differently by the consumers. Practical implications – When a consumer product is manufactured in a country with unfavorable perceptions, well-known or recognized brands are not immune to the negative influences of the COP effect on brand image, quality and purchase intentions. Originality/value – The study used large-scale representative data collected from consumers in the actual shopping environment and examined the influence of the COP on perceived quality and purchase intentions of global brands in an emerging market.