Country-of-origin and brand effects on consumers' evaluations of cruise lines

This study examines country of origin (CO) and brand effects on consumers' quality perceptions, attitudes, and purchase intentions with respect to a service-industry product: international cruise-line packages in Singapore. Star Cruise (Malaysia) and Royal Caribbean Lines (USA) were selected as...

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Bibliographic Details
Published in:International marketing review 2002-01, Vol.19 (3), p.279-302
Main Authors: Ahmed, Zafar U, Johnson, James P, Pei Ling, Chew, Wai Fang, Tan, Kah Hui, Ang
Format: Article
Language:English
Subjects:
Attitudes
Brand image
Consumer attitudes
Consumer behavior
Consumers
Cruise lines
Customer services
Marketing
Perceptions
Purchase intention
Purchasing
Ratings & rankings
Regression analysis
Rule of origin
Studies
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Summary:This study examines country of origin (CO) and brand effects on consumers' quality perceptions, attitudes, and purchase intentions with respect to a service-industry product: international cruise-line packages in Singapore. Star Cruise (Malaysia) and Royal Caribbean Lines (USA) were selected as the brands and countries for the study. Respondents provided quality, attitude and purchase intention ratings. Contrary to prior evidence, CO does appear to be an important informational cue for consumers of services; CO effects were found to be stronger than brand effects for quality and attitude ratings, while brand was more significantly correlated with purchase intentions. A positive CO image compensated for a weak brand, suggesting that, where applicable, marketing efforts should emphasize an association with a positive CO perception. Conversely, a strong brand was not found to compensate for a negative CO perception; in this case, it would be appropriate to change the associated CO to one with a more positive image, as at least one major cruise line has already done.
ISSN:0265-1335
1758-6763
DOI:10.1108/02651330210430703