Article2004

Product-Country Images in the Context of NAFTA

37 citations0/0 files storedJournal of Global Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Cultural Differences and Values

Abstract

This article presents the results of a survey of 415 male consumers carried out in Mexico (240 respondents) and Canada (175 respondents). In this study, country-of-origin information was manipulated along three dimensions, namely country of design, country of assembly, and country of parts. Consumer judgments of the quality and purchase value of three product categories, i.e., automobiles, videocassette recorders, and shoes, were obtained in a multi-cue context. The results showed that Canadian and Mexican consumers put more emphasis on the country of origin of consumer products than on brand names. The product-country evaluations of Mexicans seemed to be affected by a strong home country bias. Implications for international marketers were derived from the results.

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References

1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2004Management International Review 1999A review and meta-analysis of country-of-origin research 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1992The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions 1994Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants 1994Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations 1994Customer Evaluation of Products in a Global Market

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