Padmali, R, Khan, H and Valaei, N (2023) Country of origin effects on consumer cognitive structures and preference for foreign brands among elites. Journal of Fashion Marketing and Management. ISSN 1361-2026

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Abstract

Purpose- Despite the plethora of research into Country of Origin (COO) effects, research that investigates the cognitive structures behind elite consumers’ preferences for foreign brands remains limited. Hence, this study investigates the cognitive structures behind foreign brand preference amongst professional elites in Sri Lanka.
Design/methodology/approach- Using the Means End Chain (MEC) theory as the theoretical lense and building on the findings of 30 laddering interviews (semi-structured), we conducted a survey amongst 311 professional elitesto uncover the key elements of the cognitive structures behind foreign brand preference.
Findings- The findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites’, which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across China and US COOs where the path coefficient is stronger for elites’ preference for Chinese brands.
Originality/value- This study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites’ preference for foreign brands.

Item Type:	Article
Additional Information:	This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords:	1503 Business and Management; 1505 Marketing; Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Business & Management (from Sep 19)
Publisher:	Emerald
SWORD Depositor:	A Symplectic
Date Deposited:	10 Feb 2023 11:03
Last Modified:	27 Mar 2023 10:00
DOI or ID number:	10.1108/JFMM-05-2022-0107
URI:	https://researchonline.ljmu.ac.uk/id/eprint/18848

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