Davelynn Olivia David Rampas, Rosmimah Mohd Roslin, Puteri Aina Megat Ameir Noordin
Emerging markets in Asia are home to fast-moving consumer goods (FMCG) with deep cultural and regional identities. However, despite their distinctive value propositions, these products are often overshadowed by multinational brands with greater resources, market reach, and strategic visibility. This paper develops a conceptual framework to explain how region-of-origin can strengthen FMCG competitiveness by influencing perceived quality, product evaluation, and purchase intention. By integrating insights from the Theory of Planned Behaviour (TPB), the Stimulus-Organism-Response (S-O-R) model, and Suhud’s Rhombus model, this framework positions region-of-origin as a primary stimulus that activates both perceived quality and product evaluation, which lead to stronger purchase intention and actual consumer behaviour. Drawing on contemporary literature and market examples from emerging countries, the study argues that a region-of-origin is most effective when embedded in broader brand narratives, supported by credible quality signals, sustainability certifications, and digital engagement strategies. This integration allows the regional products to transcend functional utility and instead deliver symbolic, cultural, and ethical value to the consumers. The framework identifies practical implications for marketers in designing culturally resonant campaigns, for policymakers to create enabling environments through certification schemes and market access initiatives, and for producers in leveraging the narrative branding to strengthen the market positioning. While primarily conceptual, this work offers a robust foundation for empirical research to assess how region-of-origin influences consumer decision-making across product categories, cultural contexts, and income segments in emerging markets, thus translating the cultural heritage into a sustainable competitive advantage.