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A flexible model of consumer country‐of‐origin perceptions

271 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence European Cultural and National Identity

Abstract

There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing, using data from large samples of US and Japanese consumers. In addition to strongly supporting the validity of the model, results suggest that country image cognitive processing is significantly more complex than previously thought, and that culture appears to play an important role in purchase decisions. The flexible model represents a substantive improvement in the depiction of cognitive processing regarding country‐of‐origin image.

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References

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2008Destination in a country image context 2009Measuring personal cultural orientations: scale development and validation 2010An Integrative Model of Place Image 2011The relationship between country‐of‐origin image and brand image as drivers of purchase intentions 2008Antecedents, moderators and dimensions of country‐of‐origin evaluations

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