Do the roots of a brand matter to consumers? This research explores the significance of brand origin, a characteristic that has been largely overlooked in studies of consumer purchasing processes. It reviews existing literature on country-of-origin effects, brand personality, and brand image, arguing that brand origin—the cues a brand contains about its roots—is a crucial factor in consumer perception. The paper distinguishes brand origin from country of origin, highlighting the concept's potential to resolve methodological problems in country-of-origin studies. It examines how brand origin is used in practice, both explicitly and implicitly, and discusses its relationship to the concept of the global brand. Potential problems associated with the use of brand origin are addressed, and managerial implications are offered. By emphasizing the importance of brand origin, this research provides marketers with a new perspective on how to build and manage brands. Understanding and leveraging brand origin can enhance brand image, foster consumer trust, and ultimately drive purchasing decisions. The paper encourages further research in this area to fully explore the potential of brand origin as a marketing tool.
This article is relevant to Journal of Consumer Marketing because it addresses a key element of consumer behavior: how perceptions of a brand’s origin influence purchasing decisions. The journal focuses on providing insights into consumer behavior and marketing strategies, which aligns with the paper’s exploration of brand origin and its managerial implications.