Determinant of Brand Origin Recognition Accuracy (BORA) Score and Need for Cognition as Moderator: A Conceptual Paper

As one of the most sought after research topics in the area of marketing, country of origin (COO) that introduced by Schooler in 1965 has been studies in many countries across industries. Subsequently, researchers studied about brand's COO and later questioned about the relevancy of this information. Hence, Samiee et al. has derived a newer COO research term, titled Brand Origin Recognition Accuracy (BORA) in 2005. This conceptual paper proposed a conceptual framework on the antecedents that affecting the accuracy of consumers' ability in recognizing brands' origin country. It is proposed predicting variables, namely consumer ethnocentrism and consumer animosity, of BORA score as well as need for cognition as moderator. Next, research propositions were also being developed based on the proposed conceptual framework.