Country-of-origin as a dynamic concept: an analysis of Chinese consumer electronics brands in Germany. Issue 3 (26th November 2020)

• Record Type: Journal Article
• Authors: Polfuß, Jonas; Sönmez, Dilara
• Is Part Of: Journal of Chinese economic and foreign trade studies. Volume 13:Issue 3(2020)
• Page Start: 115
• Page End: 138
• Publication Date: 2020-11-26
• Subjects: Country image -- Country of origin -- Made in China -- Chinese brands -- China; F23 -- M16 -- M31 -- M37; China -- Foreign economic relations -- Periodicals; China -- Economic conditions -- Periodicals; Business enterprises -- China -- Periodicals; 330.951
• DOI: 10.1108/JCEFTS-04-2020-0011
• Languages: English
• ISSNs: 1754-4408

Abstract

Abstract : Purpose: Using consumer electronics brands as examples, this paper aims to present country-of-origin (COO) as a dynamic concept, by analyzing changes in the representation and perception of the "Made in China" label in Germany. Design/methodology/approach: Building on previous COO research, the study formulates four research questions, which are answered with a comprehensive brand analysis using website, media, and consumer data. Information were collected from 11 Chinese brand websites, 10, 681 German media articles and a sample of 490 German consumers. The authors statistically evaluated the survey data and examined the website and media data by means of a qualitative content analysis. Findings: The results of the study show how Chinese brands currently present their COO in Germany and how the perception of "Made in China, " by German media and consumers, has changed to varying degrees. These changes pose marketing challenges for the increasingly prevalent Chinese brands in Germany, which need to be addressed by companies using strategic PR and marketing activities. Research limitations/implications: This study suggests that COO images should be understood as a dynamic construct, and the multifaceted brand perceptions, including media reports, should be given greater consideration. Practical implications: International marketers will find information on current country product recognition, and recommendations for the analysis and strategic communication of (Chinese) brands abroad. Originality/value: This study contributes to COO research by examining the recent status of "Made in China" labels in Germany, focusing on China not as a manufacturing location, but as the home country for branded products. A media analysis is incorporated to add a novel dimension to the examination of brand identity-image gaps.