A contingent approach to country-of-origin effects on foreign products evaluationInteraction of facets of country image with product classes

Resumo

This study investigates the effect of country-of-origin image on consumers’ evaluations of foreign products and disaggregates the effects across facets of country image and across product classes. We disentangle country image into cognitive and affective dimensions, and additionally disaggregate the cognitive dimension into geographic and human aspects. We posit that country-of-origin effects will vary across distinct facets of country image and that the effect of each facet of country image will vary across different classes of products. By means of an online survey, data were collected from French consumers regarding their perceptions of cognitive and affective aspects of two countries – Brazil and Germany – and their evaluation of three product classes – utilitarian nature-based, utilitarian industrialized and hedonic industrialized – which were represented respectively by fruits, home appliances and clothes. Empirical results partially corroborate the hypothesized contingent impacts. © 2016

Ficha do documento

Tipo

Artigo científico

Ano

2016

Instituição

Elsevier Ltd

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso restrito

DOI

10.1016/j.ibusrev.2016.01.003

Identificador

oai:repositorio.fgv.br:10438/25468

Palavras-chave

Country image effectCountry-of-origin effectForeign product evaluationInternational marketingProduct categoryProduct classProdutos