Exploratory research on consumer brand perception and of country-of-origin - a local perspective in the study of country-of-origin phenomenon with branding, involvement levels and ethnic diversity as intervening factors

This study empirically examines the country-of-origin phenomenon in the presence of factors such as branding, country development levels, involvement levels and ethnic diversity. A product’s country-of-origin is one of its external cues that may be used by consumers in their evaluation process. This research is thus undertaken to determine the distinct relationships between these factors and to examine whether if these relationships hold for the various ethnic groups in consideration