Country of origin, brand image perception, and brand image structure

Purpose – The purpose of this paper is to explore the impact of country of origin (COO) information on brand perception and brand image structure. Design/methodology/approach – Through an analytical review, research hypotheses were built. An empirical investigation was carried out among Japanese consumers. Two brands of electronics with different levels of reputation were investigated. Findings – Results showed that COO had an effect on brand perception. This effect differs across brands and across countries of production. Brand‐origin appears to be of significant impact on consumer perception. Brand images are found to be multidimensional. Their structures differ across brands and across COO. Research limitations/implications – COO has multiple effects on brand image perception. Brand image is multidimensional. This research dealt with one type of product among culturally similar respondents which may limit the finding. Practical implications – Marketing actions should be customized across brands with different levels of reputation. Brand image should be assessed as a multidimensional concept incorporating multiple facets. Consumers are influenced by the brand‐origin. Marketers should be aware of this association. Originality/value – This research tests the multidimensional aspect of brand image structure and effect of COO information on brand image structure. Results show that COO information affects both the degree of fragmentation of brand image as well as its composition.