Date of Award


Degree Type

UG Dissertation (Restricted)


Marketing and International Business

First Advisor

Mr. Leung Lai Cheung, Leo


Recent researches on the effects of the country-of-origin (COO) take into account two separated, but closely related effects of COO: country of production/assembly (COP/A) and country of design (COD).

This study mainly investigates how the image of the country of production/assembly affects the brand image, brand attitude and purchase intention of a specific brand name – Panasonic. The Panasonic television sets are currently designed in Japan, but produced in both China and Japan.

The research findings suggest that the image of country of production/assembly (Japan or China) direct affect the brand image of Panasonic. And when the country of production/assembly and country of design is at different place, the effects of the image of country of design is insignificant, and the brand image is mainly affected by the image of the country of production/assembly.

The recommendations on how to change the unfavourable brand image to a more favourable image and how to gain the benefits from a favourable country image are discussed at the end of the report.



Recommended Citation

Kwok, K. T. A.(2001). The country-of-production/assembly effects on the brand image of Japanese television sets in Hong Kong (UG dissertation, Lingnan University, Hong Kong). Retrieved from