A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes |
| |
| Affiliation: | 1. University of Southampton, UK;2. University of Essex, UK;3. Macquarie University, Australia;1. School of Hospitality Administration, Boston University, 928 Commonwealth Avenue, Boston 02215, USA;2. School of Hospitality and Tourism Management, Purdue University, 900 W. State Street, West Lafayette, IN 47907, USA |
| |
| Abstract: | This study investigates the effect of country-of-origin image on consumers’ evaluations of foreign products and disaggregates the effects across facets of country image and across product classes. We disentangle country image into cognitive and affective dimensions, and additionally disaggregate the cognitive dimension into geographic and human aspects. We posit that country-of-origin effects will vary across distinct facets of country image and that the effect of each facet of country image will vary across different classes of products. By means of an online survey, data were collected from French consumers regarding their perceptions of cognitive and affective aspects of two countries – Brazil and Germany – and their evaluation of three product classes – utilitarian nature-based, utilitarian industrialized and hedonic industrialized – which were represented respectively by fruits, home appliances and clothes. Empirical results partially corroborate the hypothesized contingent impacts. |
| |
| Keywords: | Country-of-origin effect Country image effect Foreign product evaluation Product class Product category International marketing |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
