Owned-by and made-in cues

Abstract

Purpose The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets. Design/methodology/approach The cognitive and affective dimensions were manipulated in a scenario-based experiment administered on 261 Mexican Americans in three product categories. Findings The cognitive and affective dimensions each have a distinct impact. When the two dimensions combine, the effect is stronger within the specialty product category, followed by the shopping product category, and, to a lesser extent, in the convenience product category. Research limitations/implications The cognitive dimension was represented by the country’s degree of political, economic and technological development, whereas the affective dimension was traced by examining immigrants who identify with the emotional and symbolic meanings associated with countries involved in the country of origin (COO) message. Practical implications Managers should pursue emerging COO research whose concepts and designs are congruent with today’s global consumer culture. The authors find support for the stand-alone effects of made-in and owned-by COO cues, as well as the effects of the cognitive and affective dimensions of COO. When COO messages combine both made-in and owned-by cues, the cognitive and affective dimensions may work synergistically, depending on the product category. Originality/value This study adds to the nascent literature that recognizes the multiplicity of consumer identities, and bridges the gulf between the conventional COO research and the increasingly multicultural nature of the marketplace.