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Introduction
Increasing attention has focused on determining the relevance of country-of-origin (COO) as a cue in the product evaluation and purchase intention of consumers (e.g. Diamantopoulos et al., 2011; Samiee, 2011; Usunier, 2006). The evidence suggests COO is an important informational cue for consumers when they make purchase decisions, however, there has been a call to critically examine the importance of the role of COO in consumer decisions to determine whether it has been overemphasized relative to other important information cues consumers have at their disposal (Maruyama and Wu, 2014; Samiee, 2011; Usunier, 2006). In addition, the unitary COO construct may not adequately explain or give insight into the real effects of COO on consumer evaluations and intentions (e.g. Essoussi and Merunka, 2006; Fetscherin and Toncar, 2010; Insch and McBride, 2004). Dimensions such as the COO of the brand, design, technology, or manufacture may in fact be more effective explanatory variables (Insch and McBride, 1998; Usunier, 2006). This study will address these issues by examining the role of COO and its dimensions in conjunction with another important informational cue, store image, within an increasingly important product context, that of store brands.
Store brands, despite a recent plateau in sales in some markets, still hold a significant share of the market (Nielsen, 2014). Although traditionally centered on fast moving consumer goods, retailers are increasingly diversifying their store brands to include higher involvement durable products, such as fashion items and electronic devices (Marian, 2012). Additionally, retailers are also seeking to augment their brands by moving away from the traditional focus on price to a focus on quality (Parsons et al., 2012). Retailers are therefore seeking ways to augment the perception of quality consumers have of their brands through the use of different informational cues such as store image or COO (e.g. Bao et al., 2011; Parsons et al., 2012). COO may be an especially important determinant because there is an increasing level of international sourcing for retail products. This includes not only where they are manufactured, but also the origin of their technology or design (Insch and McBride, 1998). It would be helpful, therefore, for retailers to understand the factors motivating consumers to buy their store brands and if there are positive or...