Article2001

Evaluating the Effects of Country-of-Origin and Consumer Ethnocentrism

76 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study examines the role of consumer ethnocentrism vis-à-vis country-of-origin effects in consumers' purchase decisions in the case of a high-image transplant product. It was hypothesized that consumer ethnocentrism would have a significant effect on attitude toward the product, quality perception, and purchase intention beyond the effect of brand image only when the COO is a less-developed/liked country. It was also hypothesized that consumer ethnocentrism would have a significant effect on attitude toward the product, purchase intention, and quality perception beyond the effect of COO only when the COO is a less-developed/liked country. A total number of 233 student subjects responded to questionnaires after viewing a mock ad that included COO and product information. The first regression analysis revealed that brand image had greater significant effect on dependent variables than consumer ethnocentrism. Consumer ethnocentrism was a significant predictor of dependent variables only when the COO was less-developed/liked. Thus, the first hypothesis was supported. The second regression analysis revealed that both COO and consumer eth-nocentrism were significant predictors of dependent variables only in the less-developed/liked country condition. However, only COO had a significant effect when the transplant product was manufactured in a developed/liked country. Overall, the second hypothesis was partially supported. These findings show that brand image is relatively a more important variable than consumer ethnocentrism in predicting consumers' perceptions and attitudes. Especially, a high-image brand is a precious asset for companies to build and maintain. Also, COO seems to predict consumers' perceptions and attitudes better than consumer ethnocentrism. Consumer ethnocentrism plays a significant role in predicting consumers' perceptions and attitudes towards transplant products manufactured in less-developed/liked countries.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1997Dimensions of Brand Personality 1996Measuring Brand Equity Across Products and Markets 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 1982Country-of-Origin Effects on Product Evaluations 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1995Measuring customer‐based brand equity 1989Country Image: Halo or Summary Construct?

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2014The Impact of Consumer Ethnocentrism, Product Involvement, and Product Knowledge on Country of Origin Effects: An Empirical Analysis on Turkish Consumers’ Product Evaluation 2015Purchase Intention of Foreign Products 2017The influence of country image on luxury value perception and purchase intention 2021The extension of animosity model of foreign product purchase: Does country of origin matter?2010How Consumer Ethnocentrism and Animosity Impair the Economic Recovery of Emerging Markets

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