The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type |
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| Institution: | 1. International Business School of Beijing Foreign Studies University, No 19. Xisanhuan North Road, Beijing, China;2. Newcastle Business School, Northumbria University, NE1 8ST Newcastle, UK;1. London South Bank University, United Kingdom;2. University of Glasgow, United Kingdom;3. Qatar University, Qatar;1. Accounting Department, University of Quebec in Trois-Rivières, 3351 Boulevard Des Forges, Trois-Rivières, Qc G9A 5H7, Canada;2. Organization and HR Department, ESG, University of Quebec in Montreal, C.P. 8888, Succursale Centre-ville, Montréal, Qc H3C 3P8, Canada;3. Finance and Economics Department, University of Quebec in Trois-Rivières, 3351 Boulevard Des Forges, Trois-Rivières, Qc G9A 5H7, Canada;1. New York University Stern School of Business, Henry Kaufman Management Center Department of Economics, 44 West Fourth Street, 7-90, New York, NY 10012, USA,;2. University of Birmingham, Birmingham Business School, Department of Strategy & International Business, Edgbaston Park Road, Birmingham B15 2TY, UK;3. University of Sussex, Department of Strategy & Marketing, Sussex House, Falmer, Brighton BN1 9RH, UK;1. Mohammed VI Polytechnic University, Africa Business School, Avenue Mohammed Ben Abdellah Regragui, Madinat Al Irfane, Rabat BP6380, Morocco;2. UQ Business School, University of Queensland, Joyce Ackroyd Building, St. Lucia Campus, Brisbane, QLD, Australia;1. Chair of Organization, HR, and Management Studies, University of Mainz, Jakob-Welder-Weg 9, 55128 Mainz, Germany;2. Department of Innovation Management & Strategy, University of Groningen, Nettelbosje 2, 9747 AE Groningen, The Netherlands;3. Department of Accounting, University of Groningen, Nettelbosje 2, 9747 AE Groningen, The Netherlands;4. Chair of Management and Control, Georg-August-University Göttingen, Platz der Göttinger Sieben 3, 37073 Göttingen, Germany |
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| Abstract: | Despite the vast amount of research on country image, extant country-of-origin (COO) literature remains ambiguous about which of the country image dimensions, cognitive country image (CCI) or affective country image (ACI), is more important in driving purchase. Drawing on the primacy of affect theory, this research develops a nomological framework that clarifies this ambiguity and explains whether, when, and why ACI/CCI takes precedence in determining purchase decision. With a large-scale study on Chinese consumers responding to two types of products from four countries, the findings unveil the asymmetric dominance of CCI and ACI in influencing purchase intention via consumer cognitive product judgment and affective product evaluation, which is conditioned by the dyadic effects of country cognition-affect intra-valence nature and product type. This research contributes through illuminating the differential roles of CCI and ACI in influencing consumer reactions to foreign products, the boundary conditions and underlying mechanism of the differences. |
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| Keywords: | Cognitive country image Affective country image Cognitive product judgment Affective product evaluation Cognition-affect intra-valence nature Product type |
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