الفهرس 
Chapter Two: Literature Reviewيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The Effect of Country of origin Misclassification Awareness on Perceived Quality, Perceived Value and Perceived Risk, Caused by Cognitive Dissonance
An Applied Study on Fashion Industry in Egypt
أثر الخلط فى ادراك بلد المنشأ على الجوده المدركه والقيمه المدركه والمخاطر
المدركه الناتجه عن عدم التوازن المعرفى
دراسه تطبيقيه على صناعه الموضه فى مصر
Thesis
Submitted for the fulfillment of the PhD Degree in Business Administration
Faculty of Business
Ain Shams University
Submitted By:
Maha Samir Fikry
Under the supervision of
Professor Amr Kheir-El Din
Professor of Marketing
Faculty of Business
Ain Shams University
2022
Dr Hassan El-Hayawan
Associate Professor of Business Administration
Faculty of Business
Ain Shams University
Acknowledgement
It is such a great honor to be supervised by Professor Dr. Amr Kheir El Din (May his soul rest in peace), the support and knowledge he shared was fruitful to this research, you have been my mentor and will always be, I appreciate all the effort, guidance and belief you had in me to be able to contribute with my research and be proud of my work.
I would cease the opportunity to thank Dr Hassan El Hayawan for his guidance and his time in giving me the needed support and knowledge throughout this journey. You have been of added value with your valuable feedback.
My doctors and professors, mentors and colleagues who have always been the motive behind reaching that far in my studies, for Misr International University for being my second home and where it all began.
My father who inspired me and made a great role model for me, in his persistence and motive to always be willing to evolve and succeed, I thank you for always believing in me. My mother for her continuous support and caring throughout my learning journey. I thank my husband for being by my side, doing all the effort and giving me all the time, he could, to help and support me sincerely, my lovely kids who bared a lot so I can reach that far I dedicate this accomplishment to you. I thank my Family for always pushing me towards the right path and for being sure I am capable.
Abstract
Globally, Country of origin and its effects, has been among the most recent and fruitful areas of research. In this research, the two-method approach, qualitative and quantitative research has been used, based on 384 surveys done. The collected data from questionnaires were statistically analyzed using SPSS 3, the purpose is to study and measure the cognitive dissonance resulted from the Country of origin misclassification awareness from consumers who were asked if they know the Country of Origin of charles & Keith, and then focusing the rest of the research only on respondents who have misclassified the brand Country of Origin. Afterwards measuring perception of value, quality and risk before & after knowing the real Country of Origin to quantify the behavioral change happened to consumers after they are aware of the misclassification.
The research is conducted as a mall intercept at the stores of charles & Keith located in Greater Cairo. The research showed significant cognitive dissonance after knowing the real Country of Origin of charles & Keith brand, which chose an English brand name while it’s a Malaysian brand. The misclassification insighted the researcher, where this research demonstrates that respondents after feeling cognitive dissonance have perceived the risk to be of the highest impact, which significantly changed and have increased and the least factor affected to be the perceived value. Thus, we indicate that misleading the consumers from the real Country of Origin, results in negative perceptions and behavioral changes.