The interaction effect of country‐of‐origin, brand equity and purchase involvement on consumer purchase intentions of clothing labels

Abstract

PurposeThis study, conducted in Thailand, aims to examine the effect of interaction of country‐of‐origin (COO), brand equity and product purchase involvement on consumers' evaluation and purchase preference of Thai brands of fashion apparel made in three nominated Asian countries of varying levels of manufacturing competence.Design/methodology/approachData from a field survey were analyzed through a 2×2×3 factorial design and the influence of a particular factor over the others in specific scenarios was observed.FindingsThis study suggests that if low purchase involvement apparel with high brand equity is sourced from a country‐of‐origin of low perceived competence, the superior reputation of the brand encourages consumer partiality to the apparel's quality and purchase inclination. However, this study has evidenced that a brand of modest equity sourced from the under‐developed economy is capable of getting greater consumer support for its higher end fashion products than for its standard apparel.Practical implicationsThat consumers are comfortable with the quality of high‐end fashion items sourced from lesser developed countries suggests that low equity brands ought not to feel discouraged to enter the high end of the fashion market particularly if they can offer a price advantage and promise of guaranteed quality.Research limitations/implicationsA more expansive paper would allow for analysis of interaction effects of additional combinations of country's competence, brand equity and purchase involvement on consumers' evaluation and purchase preference.Originality/valueThis study informs brand owners of consumer expectations of high and low complexity products, made in countries of differing manufacturing competencies, to deliver desired level of performances.