brand origin Archives | timo-mandler.com

Brand Origin Misperceptions: The Consequences of Discovering the Truth

When Brands Aren’t From Where You Think A brand’s country of origin plays a significant role in shaping consumer perceptions. However, in our globalized world, it is not uncommon for consumers to misunderstand where brands truly originate. Research shows...

Brand Origin: What Happens When Consumers Get It Wrong?

Country-of-Origin: What Happens When Consumers Get It Wrong? The country-of-origin effect is a well-established phenomenon in international marketing and consumer behavior research. Consumers often associate certain intrinsic qualities of a product or brand with the...