Impacts of South African Consumer Cultural Openness on Country Image and Product-Country Image of South Korea

Abstract

Purpose - To contribute to the country-of-origin literature, this study aims to test the relationships between cultural openness, country image (cognitive and affective) and product-country image in an emerging market using products originating from South Korea. To shape existing research, this study also hopes to further differentiate between cognitive and affective country image. Design/Methodology/Approach - A Partial Least Squares (PLS) procedure was introduced to test a questionnaire obtained from a sample of 335 South African consumers. Four constructs were included in the study including, product-country image, cognitive county image, affective country image, and cultural openness. Data were collected using an intercept technique at shopping centers around the country. The mediating effects of country image and subsequent hypotheses were also tested using a structural model. Findings - Results from the analysis confirm that cultural openness plays an important role in increasing both affective, cognitive country image, and product-country image. Findings also provide support for the influence of affective country image on product-country image. However, there was no support found for the effect of cognitive country image on product-country image. Research Implications - Literature regarding the country-of-origin effect has remained imperative as firm’s export to new markets. While literature on the above mentioned topic remains fragmented in its presentation of country image and product-country image, the present study has responded to the research call to develop a more structured understanding of the constructs. Additionally, the current research has introduced country image as a multidimensional construct and used a novel approach of including cultural openness as a factor in country-of-origin literature.