Country-of-origin as a dynamic concept: an analysis of Chinese consumer electronics brands in Germany

Purpose Using consumer electronics brands as examples, this paper aims to present country-of-origin (COO) as a dynamic concept, by analyzing changes in the representation and perception of the “Made in China” label in Germany. Design/methodology/approach Building on previous COO research, the study formulates four research questions, which are answered with a comprehensive brand analysis using website, media, and consumer data. Information were collected from 11 Chinese brand websites, 10,681 German media articles and a sample of 490 German consumers. The authors statistically evaluated the survey data and examined the website and media data by means of a qualitative content analysis. Findings The results of the study show how Chinese brands currently present their COO in Germany and how the perception of “Made in China,” by German media and consumers, has changed to varying degrees. These changes pose marketing challenges for the increasingly prevalent Chinese brands in Germany, which need to be addressed by companies using strategic PR and marketing activities. Research limitations/implications This study suggests that COO images should be understood as a dynamic construct, and the multifaceted brand perceptions, including media reports, should be given greater consideration. Practical implications International marketers will find information on current country product recognition, and recommendations for the analysis and strategic communication of (Chinese) brands abroad. Originality/value This study contributes to COO research by examining the recent status of “Made in China” labels in Germany, focusing on China not as a manufacturing location, but as the home country for branded products. A media analysis is incorporated to add a novel dimension to the examination of brand identity-image gaps.