The influence of social class on the perceptions of country of origin: National brands produced in overseas locations

Purpose – The purpose of this paper is to describe a study, conducted in Thailand, which examined the working class and middle class consumers’ evaluation and purchase intentions of high equity versus low equity Thai fashion labels of sophisticated and standard apparel, outsourced for production to three Asian countries of varying manufacturing competence. Design/methodology/approach – Data from a field survey was analysed through a 2×2×3 factorial design and the influence of a particular factor over the others in specific scenarios was observed. Findings – Consumers from both social classes are inclined to be partial to a specific quality dimension of their national brands made abroad. When considering purchase of reputed brands of standard products, working class consumers are particularly concerned about the item's country‐of‐origin (COO). On the other hand, middle class consumers’ apprehensions of multi‐featured products’ COO run across both high and low equity brands. Research limitations/implications – Common methods bias may have occurred in this study as a result of respondents in the self‐report survey wanting to avoid cognitive dissonance, trying to correlate their responses with their answers to previous questions. Practical implications – Consumers belonging to a particular social segment in the brands’ home country can be encouraged to buy their national brands produced abroad on the promise that these products will deliver their favoured quality features. Originality/value – The research results are presented in the form of a consumer typology based on the dimensions of perceived quality, and explain the effect of the interaction of country's competence, brand equity and product purchase involvement on middle class and working class consumers’ evaluation and purchase intention of brands outsourced for production abroad.