Empirical study on influence of country-of-origin-effect towards global consumers’ perception of Malaysia’s Halal food products.

Many researchers suggested that (country-of-origin) COO of a product, affects product evaluation and subsequent purchase behavior both directly and indirectly through beliefs (Erickson et al., 1984; Han 1989; Hong & Wyer, 1989). Han (1989) iden fies two major func ons of COO informa on: halo function and summary function. The halo function affects the consumer’s evaluation indirectly through beliefs, whereas summary function affects the consumer evaluation directly. Inferences (previous experience and usage of brand) and country of origin (COO) can affect how people evaluate products (Huber & McCann, 1982).A pilot test was conducted among the participants of an international Halal forum to uncover their perception towards Malaysia and Halal food from Malaysia. Their general country attributes indicated that Malaysia is an Islamic country with majority of its population is Muslim. They also perceived Malaysia economy is increasing and well-known globally.

Keywords:

country of origin effect , religiosity commitment , Halal marketing