Article2008

Product‐country images in the arts: a multi‐country study

Alain d’Astous · Zannie Giraud Voss · François Colbert · Antonella Carù · Marylouise Caldwell

46 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research European Cultural and National Identity

Abstract

Purpose The country‐of‐origin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products. Design/methodology/approach A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products. Findings The results indicate that product‐country images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products. Research limitations/implications While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of non‐Western and emerging markets as well as product‐country perceptions in these markets. Originality/value This study extends our understanding of country‐of‐origin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of product‐country reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on product‐country evaluations.

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1985Measuring the Involvement Construct 1998Assessing Measurement Invariance in Cross‐National Consumer Research 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2002Country as brand, product, and beyond: A place marketing and brand management perspective 1982Country-of-Origin Effects on Product Evaluations 1999A review and meta-analysis of country-of-origin research 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China

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