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Effects of "Owned-by" Versus "Made-in" for Willingness to Buy Australian Brands

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Authors
Cheah, Isaac
Phau, Ian
Date
2012
Type
Conference Paper

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Cheah, I. and Phau, I. 2012. Effects of "Owned-by" Versus "Made-in" for Willingness to Buy Australian Brands, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
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Proceedings of the Australian and New Zealand Marketing Academy conference
Source Conference
Australian and New Zealand Marketing Academy Conference
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School of Marketing
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Abstract

This paper aims to examine the effects of economic nationalistic tendencies on consumer’s willingness to buy bi-national brands (i.e. product brands that involve affiliations of two or more countries - such as branded and made in Australia but owned by the French or the United States). By examining the Australian consumer’s economic nationalism towards bi-national brands, the study’s findings revealed a high level of economic nationalism present that resulted in the Australian consumers’ unwillingness to buy bi-national brands. More importantly, results showed that the Australian consumer’s are not any more receptive to bi-national brands as such domestic affiliations have not diluted the economic nationalistic sentiment.