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http://hdl.handle.net/1942/1823
Title: | Country images: do they really matter? Critical reflections and empirical evidence rehabilitating the importance and understanding of country-of-origin effects | Authors: | BRIJS, Kris BLOEMER, Johanna KASPER, Hans |
Issue Date: | 2006 | Source: | 35th EMAC Conference on sustainable marketing leadership: A synthesis of polymorphous axioms, strategies and tactics, Athens University of Economics and Business (Athens). | Abstract: | Numerous academics and marketeers remain sceptical about the relevance of research on county-of-origin (coo) effects. This criticism is nurtured by a substream of studies suggesting that coo-cues operate as determinants of people's attitude towards products only to a marginal extent. Yet, this paper shows that results already reported should be interpreted with care. Interestingly, classic empirical approaches seem to capture only fragments of the coo-effect while they work with limited conceptions of the key-variable (i.e., 'country image'). We conducted a large-scale field survey to tackle this problem. Our study indicates how a completed country image-construct significantly increases the impact of coo-effects and enhances our theoretical understanding of this phenomenon. More in detail we established that country-specific cognitions, feelings and behavioural intentions co-operate in determining the formation of product-specific beliefs, evaluation and purchase intentions. | Keywords: | country-of-origin; environmental conditions; attitude formation;country images product attitude | Document URI: | http://hdl.handle.net/1942/1823 | Category: | C2 | Type: | Conference Material |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
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country images.pdf | Conference material | 159.22 kB | Adobe PDF | View/Open |
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