Evaluating consumers' quality perceptions of sportswear brands: consumer knowledge and its impact on country of origin effects

This empirical study focuses on the different dimensions of customer knowledge and how they affect consumers' use of country of origin (COO) when evaluating the quality of sportswear brands. Using data collected from 152 UK consumers through an online survey, the study examines the use of COO in relation to brand and varying levels of consumer knowledge, brand familiarity and personal experience. The results indicated that consumers with higher levels of product knowledge and subjective category knowledge were more likely to use COO when evaluating the quality dimensions of sportswear. Familiar brands were more likely to be influenced by COO and consumers with personal experience of brands would draw on COO when making quality evaluations. COO was important in product evaluations, however brand name became the determinant factor. Knowledgeable consumers will rely on extrinsic cues such as COO and brand when making sportswear evaluations. Stereotyping was prominent and domestic brands were not preferable compared to international rivals. Future COO and consumer knowledge studies should incorporate elements of qualitative research to provide a deeper understanding of what constitutes an unfamiliar brand. Greater differentiation of COO should be selected to investigate negative/positive country associations and their influence on brand evaluations. The potential implications for marketing sportswear brands internationally are discussed internally