Country-of-origin misclassification: young consumers’ perspective: What young consumers feel about COO misclassification & foreign branding

Abstract

Objectives

The main objective of this study was to find out what feelings young consumers experience after misclassifying goods’ countries-of-origin, and what they think about the practice of foreign branding, to identify marketing practices to promote or avoid in regards to COO recognition and misclassification.

Summary

Consumer interviews were conducted, the data from the interviews coded and cross-analyzed in reference to the existing body of research on the topics of COO effects and COO misclassification.

Conclusions

As young consumers approach the issues of COO misclassification and foreign branding with either critique or indifference, promotion of accurate COO recognition amongst consumers makes for a sustainable marketing and branding strategy for the COO responsive segments, and foreign branding for segments indifferent to COO misclassification effects.