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A flexible model of consumer country‐of‐origin perceptions A cross‐cultural investigation

A flexible model of consumer country‐of‐origin perceptions A cross‐cultural investigation 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

A flexible model of consumer country‐of‐origin perceptions A cross‐cultural investigation

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References (55)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330010322615
Publisher site
See Article on Publisher Site

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.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 2000

Keywords: Country of origin; National cultures; Consumer behaviour; Japan

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