<p>In the context of global economic integration, enterprises in emerging countries such as China often encounter the dilemma of low brand awareness in the process of internationalization. Thus, emerging economies enterprises usually choose to leverage the established brand image of developed countries. This leads to incongruence between the implied country-of-origin and the actual country of manufacture, and its effectiveness is also related to the presentation strategy of the country of manufacture. Drawing on the psychological contract theory, this study aimed to systematically synthesize the impact of different types of perceived congruence between the implied country-of-origin and country of manufacture on consumers’ response. Data were collected through two experiments (N_{experiment 1} = 223; N_{experiment 2} = 354) and analyzed by SPSS and AMOS software. The results found that: (1) perceived congruence between implied country-of-origin and country of manufacture had a negative impact on psychological contract violation; (2) perceived congruence had a positive impact on consumers’ repurchase intention, and psychological contract violation played a complete mediating role in the impact of perceived congruence on repurchase intention; (3) perceived congruence had no significant impact on first purchase intention, but perceived congruence and psychological contract violation interacted to affect consumers’ first purchase intention. These findings expand the application scenarios of psychological contract theory and provide practical suggestions for emerging economies enterprises to package, promote, and design brand images.</p>