Edinburgh Napier University

  This paper identifies and explores whether the customers from advanced and emerging and
developing economies have different perceptions towards country-of-origin of international
branded clothes. It has been suggested that country-of-origin is commonly used by customers
to predict a products quality and performance and to understand the rationality of their
purchasing behaviour (Cai, Cude & Swagler 2004; Olins, 2004; Muchbalcher, Dahringer &
Leihs, 1999). Products made in the advanced economies are often perceived to be more
credible and appealing than products made in emerging economies (Anholt, 2006; Darling &
Kraft, 1977; Usunier & Lee, 2005). However, cheaper production costs and a greater ability to
outsource the manufacture of products has led made more and more international companies
to source their products in emerging and developing countries (Gereffi & Memedovic, 2003).
This phenomenon is the main reason for exploring whether customers in advanced and
emerging and developing countries have different perception towards country-of-origin.