engleski

The Role of Brand Origin in The Product Attitude Formation Process Among Consumers Belonging to Generation Z

Given the amount of brands that consumers face in a globalized market on a daily basis, it is not surprising that today's consumers want to know as much as possible about the brands they interact with, including their origin. Although the brand origin has been studied for years through the country of product origin effect context, knowing that product origin can be dispersed around the world due to globalization, brand origin becomes a more exact guideline of origin, whose impact on the consumer can also be reflected on the attitude towards the brand's product itself. As the business practice nowadays puts emphasis on transparency when dealing with consumers, while consumers becoming increasingly aware that information regarding product origin may not be accurate, brand origin potentially guides the consumer back to the true background of brand’s products. Having said that, it is no wonder that the focus of country of origin studies in this context will slowly turn to delineating brand origin effect and how it reflects on the consumer's evaluation of products. It should be borne in mind that brands can clearly and purposely communicate the origin it wants to emphasize through its identity, which is not the case with products, so it can be inferred that the brand origin will be the one according to which the consumer will evaluate the product. In this light, this paper deepens the knowledge of the brand origin effect by examining how does brand origin, when viewed through its country of origin and the culture it comes from, impacts product attitude through brand attitude of consumers representing generation Z. The results of this research show that brand origin components do impact brand attitude directly, as well as that the brand attitude mediates their impact on the product attitude, suggesting that generation Z consumers do evaluate the products depending the origin of brands under which those products have been marketed.

brand origin, consumer attitude, country of brand origin, culture of brand origin, generation Z

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