Show where your brand comes from only when it fits the product

Pierre-Joseph Redouté, Rosa centifolia anglica rubra, from Les Roses (1817–1824).

People judge a brand by where it comes from, before they try the product.

The study. Researchers at the Bucharest University of Economic Studies reviewed earlier research on country of origin. Country of origin is the country that buyers link to a brand.

The finding. Country of origin works as a shortcut for quality, feeling and social rules. It helps most when buyers know little about a brand and when the country fits the product type. When the country does not fit, it can hurt the brand.

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