Paper Title
Effect Of Congruence Between Brand Origin Country And Product Nationality On Perceived Product Quality

Abstract
Drawing on congruence theory, this study examines the effect of congruence between brand origin country and product nationality on perceived product quality. We conduct a laboratory experiment to test two sets of scenarios, one representing congruity and the other representing incongruity, between brand origin country and product nationality. The results indicate that consumers perceive a product to be of higher quality when the brand origin country and product nationality are congruent than when they are incongruent. This study contributes to the literature about product country of origin, and has practical implications for global businesses designing localization strategies. Index terms - Country Of Origin; Brand Origin Country; Product Nationality; Perceived Product Quality; Congruence Theory