Based on the literature review and on my personal interests I formulated the following six hypotheses. Below we see a graphical conceptual model in figure 7 followed by the discussion of each hypothesis. Figure 7 Conceptual of Research Design and Hypotheses Hypothesis 1: There is a positive relationship between brand awareness and consumers’ knowledge of the country of origin of a specific brand/product. I want to test if is a positive relationship between brand awareness and the knowledge of consumers of the country of origin of a specific brand/product. If this is the case it could be that advertisement and other marketing activities emphasizing on the country of origin of a brand is effective in the sense that it creates brand awareness. Hypothesis 2: Consumers who are aware of a product’s country of origin are willing to pay a price premium for that specific brand/product if the specific country image is perceived as positive by the respondent. Next step is to test whether consumers who are aware of the country of origin of a specific brand/product are willing to pay a higher price for a product, given that the specific country image is positive. If that is the case, it would make sense to advertise on the positive image of its country of origin. Hypothesis 3: Consumers are willing to pay a premium for products labeled with country of origin expressions. When consumers are willing to pay a price premium for a product with county of origin labels attached, it is interesting to test if producers of these specific products do actively emphasize on its country of origin. Hypothesis 4: There is a positive relationship between country of origin claims in marketing activities and positive brand evaluation by consumers. Does a positive relationship exist between country of origin claims in advertising and other marketing activities, and general brand evaluation by consumers? When producers in their marketing campaigns do emphasize on the country of origin of their products, I expect consumers to consider the brand evaluation as positive.
Based on the literature review and on my personal interests I formulated the following six hypotheses. Below we see a graphical conceptual model in figure 7 followed by the discussion of each hypothesis. Figure 7 Conceptual of Research Design and Hypotheses Hypothesis 1: There is a positive relationship between brand awareness and consumers’ knowledge of the country of origin of a specific brand/product. I want to test if is a positive relationship between brand awareness and the knowledge of consumers of the country of origin of a specific brand/product. If this is the case it could be that advertisement and other marketing activities emphasizing on the country of origin of a brand is effective in the sense that it creates brand awareness. Hypothesis 2: Consumers who are aware of a product’s country of origin are willing to pay a price premium for that specific brand/product if the specific country image is perceived as positive by the respondent. Next step is to test whether consumers who are aware of the country of origin of a specific brand/product are willing to pay a higher price for a product, given that the specific country image is positive. If that is the case, it would make sense to advertise on the positive image of its country of origin. Hypothesis 3: Consumers are willing to pay a premium for products labeled with country of origin expressions. When consumers are willing to pay a price premium for a product with county of origin labels attached, it is interesting to test if producers of these specific products do actively emphasize on its country of origin. Hypothesis 4: There is a positive relationship between country of origin claims in marketing activities and positive brand evaluation by consumers. Does a positive relationship exist between country of origin claims in advertising and other marketing activities, and general brand evaluation by consumers? When producers in their marketing campaigns do emphasize on the country of origin of their products, I expect consumers to consider the brand evaluation as positive.