Consumers' product evaluations in emerging markets : Does country of design, country of manufacture, or brand image matter?

Purpose – The purpose of this paper is to investigate, in an emerging market, the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi‐national products. A comprehensive model broadens country‐of‐origin literature by incorporating brand image and the concepts of fit and congruity borrowed from brand extension research. Perceptual (in) coherences that might exist among COD, COM, and the brand are incorporated. Design/methodology/approach – Tunisia is the emerging market studied. A total of 389 respondents evaluated different product combinations (COD/COM/brand) in two categories. Relationships between constructs are tested using structural equation modelling. Findings – Consumers are sensitive to the COD (more so for public than for private goods) and also value the COM of branded products. The transfer of the COD image to brand image is significant. It is very high for one product category (cars). Brand/COM congruity is also important since product evaluations decrease when consumers perceive incoherence in a manufacturing location. Research limitations/implications – The paper used limited informational cues for products' descriptions and concentrate on fairly complex durable goods. Research design should be expanded. Practical implications – Perceived COD competencies can benefit brand image through strong COD‐brand associations. In emerging markets, COD (through brand image) and COM effects are important for understanding consumers' perceptions of publicly versus privately used branded products. Originality/value – The major contribution consists of a simultaneous examination of the effects of COD, COM, brand, and of their inter‐relationships. Investigating bi‐national products and related consumer behaviour in emerging markets is of particular interest as it corresponds to the reality of these markets.