Purpose

The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength in the relationship between BOM and brand equity.

Design/methodology/approach

The current study adopted a 4 (BO identification: favorable BOM vs adverse BOM vs non-identification vs correct identification) × 2 (brand strength: strong vs weak) between-subjects design. A total number of 547 participants performed assessments on the automotive brand. The current study selected three strong brands and three weak brands for tests. In the experiment, respondents had to associate the brand with its country of origin. The assignment of BO conditions was based upon respondents' natural responses provided. ANOVA was used for data analysis.

Findings

The results indicate that as compared to correct BO identification, BOM (either adverse or favorable) or non-identification exerts a more negative impact on brand equity. Moreover, the study demonstrates that brand strength moderates the effect of perceived BO on brand equity.

Originality/value

This study provides empirical support to the notion that BOM is detrimental to brand equity. Specifically, when adverse BOM occurs, a strong brand suffers more from the negative consequences resulted than a weak brand does. Conversely, when consumers misattribute the BO to a country with a stronger image than its real origin (i.e. favorable BOM), the resulting negative effect is reversed. Moreover, the non-identification of BO hurts the brand equity of both strong and weak brands.

中文翻译：

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品牌起源误解的影响是否会危及品牌资产？

目的

本研究的目的是检验品牌来源 (BO) 误解（以下简称 BOM）或未识别对品牌资产的影响。此外，目前的研究调查了品牌强度在 BOM 和品牌资产之间的关系中的调节作用。

设计/方法/方法

目前的研究采用了 4（BO 识别：有利 BOM vs 不利 BOM vs 未识别 vs 正确识别）×2（品牌强度：强 vs 弱）的受试者间设计。共有 547 名参与者对汽车品牌进行了评估。目前的研究选择了三个强势品牌和三个弱势品牌进行测试。在实验中，受访者必须将品牌与其原产国联系起来。BO 条件的分配基于受访者提供的自然反应。方差分析用于数据分析。

发现

结果表明，与正确的 BO 识别相比，BOM（不利或有利）或未识别对品牌资产的负面影响更大。此外，该研究表明，品牌实力可以调节感知 BO 对品牌资产的影响。

原创性/价值

本研究为 BOM 不利于品牌资产的观点提供了实证支持。具体来说，当不利的 BOM 发生时，强势品牌比弱势品牌遭受更多的负面后果。相反，当消费者错误地将 BO 归因于一个形象比其真实来源更强的国家（即有利的 BOM）时，由此产生的负面影响就会逆转。此外，BO 的不识别损害了强品牌和弱品牌的品牌资产。