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Embracing innovation: no bias toward the disclosure of smartphone brands’ country of origin among Brazilian consumers

Melissa Chu et al.

Review of International Business and Strategy2026https://doi.org/10.1108/ribs-01-2025-0012article
AJG 1ABDC B
Weight
0.50

What the paper says

Purpose This study aims to examine the COO effect on potential consumers’ attitude toward smartphone brands in Brazil, focusing on cognitive (knowledge), affective (feeling) and conative (behavioral) components of attitude theory. Design/methodology/approach Two distinct between-subjects experimental designs were conducted with 206 participants from Generations Y and Z. In Experiment 1 (n = 103), attitudes were evaluated toward smartphone brands with disclosed COO (Apple, Samsung and Xiaomi). In Experiment 2 (n = 103), attitudes were assessed with only the COO indicated, excluding brand identification. Findings The results indicate that the disclosure of smartphone brands’ COO does not influence the attitudes of Brazilian potential consumers. Similarly, the COO effect, when isolated from brand identification, does not influence Brazilian potential consumers' attitudes toward smartphones. These findings suggest that the influence of COO on consumer preferences may be less decisive than traditionally assumed. Originality/value This study is innovative in not only investigating how COO impacts the formation of Brazilian potential consumers' attitudes toward smartphone brands, but also in analyzing this relationship more comprehensively by considering the interaction between COO, brand identity and the three components of attitude theory. By addressing this gap, the research provides valuable insights into consumer attitude in an emerging market.

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Cite this paper

https://doi.org/https://doi.org/10.1108/ribs-01-2025-0012

Or copy a formatted citation

@article{melissa2026,
  title        = {{Embracing innovation: no bias toward the disclosure of smartphone brands’ country of origin among Brazilian consumers}},
  author       = {Melissa Chu et al.},
  journal      = {Review of International Business and Strategy},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ribs-01-2025-0012},
}

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Embracing innovation: no bias toward the disclosure of smartphone brands’ country of origin among Brazilian consumers

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.