How the effect of country-of-origin on store brand moderates customer´s affection-conation link toward multinational retailers

Retailers as the down-stream end of international supply chain always face a challenge in product strategic decision about “standardization” or “adaptation” to appeal to local customers, as such retailer´s store brand products come to the solution. Customers identify a brand with its origin, or country of origin (CoO). The introduction of store brand products brings out tangible benefits to consumers. Its usage spans consumers´ demographic, socio-economic, and also psychological variables. However, empirical evidences in the research area of supply chain management are quite sparse. This study extends the conceptual models of CoO image proposed by Roth based on Fishbein´s “the theory of reasoned action” to construct a modified framework with a purpose to examine how CoO effect on store brand moderate customer´s affect and conations toward the international retailers. The moderating role of CoC effect on store brands in their relationships is the focus aiming to fill the gap of research.