Abstract
Consumers perceive brand quality from the country of origin of the brand. Global business ecosystems represent multiple countries such as the country of the keystone company and the country of the assembly companies. Thus, the brands of global business ecosystems have multiple countries of origin. This study aims to examine the impacts of the country images of the keystone company and assembly companies on consumers’ brand quality perceptions. In addition, depending on the assembly partner selection strategies of forming a global business ecosystem, the characteristics of the associated countries with the business ecosystem may change. The keystone company may select an assembly partner from a developing country or from a developed country. These two cases are compared to examine the impacts of the combined country images of the keystone and assembly companies. To do so, this study surveys Vietnamese consumers’ perceptions of the brand Hyundai Motor, the country images of South Korea as the country of the keystone company, India as the assembly partner from the developing country, and USA as the assembly partner from the developed country. The collected data were analyzed using a structural equations modeling method and results are discussed with theoretical and managerial implications.
Highlights
Accepted: 19 November 2021The business competition has evolved from the competition between one company and the other companies to the competition between a business ecosystem and other business ecosystems [1]
In the country of origin (COO) perspective, consumers may perceive multiple country images from a brand produced by a global business ecosystem as the ecosystem is comprised of multiple countries including the country of the keystone company, the country of the assembly company, and other countries involved in the business ecosystem [10]
The current study examines consumers’ quality perception of the brand Hyundai Motor and compares the influences of the country images of South Korea (COK), the USA (COA of upward assembly), and India (COA of downward assembly) on consumer’s brand quality perception
Summary
Accepted: 19 November 2021The business competition has evolved from the competition between one company and the other companies to the competition between a business ecosystem and other business ecosystems [1]. Consumers may have positive or negative quality perceptions from the brand Hyundai Motors, which is a brand produced by a global business ecosystem with Hyundai being the keystone company [7]. The quality perception depends on price, design, heritage, and many other attributes about a brand [8] One of these attributes is the country of origin (COO) and the country image that the origin represents [9]. In the COO perspective, consumers may perceive multiple country images from a brand produced by a global business ecosystem as the ecosystem is comprised of multiple countries including the country of the keystone company, the country of the assembly company, and other countries involved in the business ecosystem [10]. Consumer perception on the quality of a brand produced by a global
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