| Summary: | Purpose: The main purpose of the present study is to extend and consolidate knowledge about country-of-origin cue and its effects on product perception of consumers in less developed countries. Approach: This research on Yemeni consumers employed an experimental design to measure the effects of country-of-origin on consumers’ valuations of home appliance products made-in five selected Asian countries of origin namely Malaysia, Japan, Korea, Taiwan and China. Questionnaires were administrated personally to the respondents. Findings: The results of this study based on 625 respondents found that Yemeni consumers preferred products made-in Japan, followed by products made-in Malaysia and Korea. However, they had low attitudes towards made-in China and Taiwan products. Some conclusions and managerial implications drawn from the findings of the study are provided. Limitations: This study was conducted as a case study of one country in the Middle East area, which limits the external validity of its results. Other limitations are also discussed. Originality: The paper offers some helpful practical implication for export-import managers wanting to do logistic application for home appliance products (HAPs) for Middle East markets.
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