Product-country Image Research Articles

Country-of-origin image and consumer brand evaluation: a meta-analytic review

PurposeThis study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.Design/methodology/approachA random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.FindingsResults show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.Originality/valueThis study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

The Influence of Seller Reputation and Trust in Streamers on Live Stream Shopping Purchase Intention: The Moderation Effect of Country Image

Purpose - Live streaming e-commerce continues to increase Chinese consumer enthusiasm for purchasing foreign products. The current research focus in the field of live streaming e-commerce is on exploring the impact of various factors on consumer purchase attitudes and intentions. This study aims to investigate the effects of seller reputation in traditional e-commerce and trust in streamers in live streaming e-commerce on consumer purchase intentions. Additionally, it aims to analyze how the country image of Korea moderates the effects of seller reputation and trust in streamers on purchase intentions.
 Design/Methodology/Approach - This study used the SmartPLS statistical software package to analyze a sample of 341 respondents. Structural Equation Modeling (SEM) was used to conduct path analysis and moderation effect analysis
 Findings - This study found that in live streaming e-commerce, seller reputation and trust in streamer significantly influence consumer purchase attitudes. Country image plays a moderating role in the relationship between seller reputation and attitude. However, country image does not moderate the relationship between trust in streamer and attitude. These findings contribute to our understanding of the factors that shape consumer attitudes, and illuminate the role of the country image as a moderator in e-commerce.
 Research Implications - This study has found that product country image plays a moderating role in the relationship between seller reputation and consumer purchase attitudes. It makes a theoretical contribution to existing e-commerce research, and explores the positive impact of product country image in cross-border e-commerce.

Consumer animosity: the mitigating effect of perceived brand globalness

PurposeThis research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.Design/methodology/approachThe authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.FindingsThe authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.Originality/valueBy highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

Role of consumer ethnocentrism on purchase intention toward foreign products: Evidence from data of Vietnamese consumers with Chinese products

This study aims to determine the influence of consumer ethnocentrism and general country image on Vietnamese consumers' perception of product origin and purchase intention toward Chinese goods. The research model is developed based on consumer ethnocentrism and country image perception theory. Analysis results by structural equation modeling from 448 consumers in three regions (North, Central, South) showed that consumer ethnocentrism harms the country’s image perception and purchase intention of Vietnamese consumers toward Chinese imported products. However, consumer ethnocentrism does not significantly affect the product country image perception. On the contrary, both the general country image and product country image positively impact Vietnamese consumers' intentions to buy Chinese imported goods. Finally, the study also points out some limitations and implications for later studies and marketers dealing with domestic products in Vietnam.

Interplay of consumer animosity and product country image in consumers’ purchase decisions

Interplay of consumer animosity and product country image in consumers’ purchase decisions

Adventure tourism and the place brand of Argentina

ABSTRACT This paper extends what is known about place brand to a specific context and a particular type of tourism. Mountain-based adventure tourism and the country of Argentina’s place brand are empirically assessed, building on the literature regarding Product Country Image and Tourist Destination Image using an existing integrated approach to these two areas. Argentina was selected as the location for the research due to its geography (including Mount Aconcagua, the highest point in the world outside of the Himalaya), its people, and its position as both the #1 tourist destination and the 2nd largest economy in South America. It is a place with a wealth of cultural attractions and adventure opportunities. This research builds upon previous literature to examine how adventure tourists observe place image constructs versus the views of other tourists, with the goal of improving our understanding of how place images influence the travel decisions of adventure tourists. Surveys were conducted with tourists in the Aconcagua region (n = 263) to test three hypotheses related to whether there are differential place image views and effects for adventure tourists. The hypotheses were supported, empirically validating that adventure tourists are a distinct segment for destinations similar to Argentina and that tourism marketers in these kinds of environments should focus on adventure opportunities as well as the place image dimensions that play a role in adventure tourist travel decisions, which are people character, people competence, country character, and country evaluation.

ECONOMIC-DEMOGRAPHIC ANTECEDENTS AND CONSEQUENCES OF CONSUMER ETHNOCENTRISM: AN EMPIRICAL STUDY

The study aimed at empirically examine the role of various economic and demographic antecedents to consumer ethnocentrism and in turn, its impact on purchase intention of consumers towards domestic products. The study also explored the mediating effect of home product country image. Primary research was directed in India and a total of 900 responses were collected. The analysis using PLS-SEM was executed to test the model empirically. It is found that both economic antecedents have significant impact on degree of consumer ethnocentrism tendency, however, only education from demographic antecedents has significant relationship. Home product country image also significantly mediated the relationship between consumer ethnocentrism and purchase intention.

Relationship amongst cultural openness, world-mindedness, product-country image and purchase intention of Korean and Chinese smartphone products: A case study of the South African consumers

Purpose: This study examines the relationships between cultural openness, world-mindedness (WMD), product-country image (PCI) and the purchase intentions of South African consumers situated in the South African marketplace. In addition, distinctions between PCI and the purchasing intention (PI) concerning smartphones made-in South Korea and China are analysed and discussed as in relation to the South African consumers. Design/methodology/approach: Constructs were measured using a self-administered survey conducted on 355 South African consumers residing in South Africa. A multivariate analysis was conducted to distinguish the differences between South African consumers’ perceptions of PCI along with purchase intention towards smartphone products from South Korea and China. Thereafter, the study hypotheses were examined using a structural model for consumer perceptions towards South Korea and China. Findings: The results from the study confirm that both consumer cultural openness and WMD increase the purchase intention and the PCI towards Korean smartphones, whilst only WMD increased the PCI together with the purchase intention towards Chinese smartphones. Findings from the study also suggest that PCI has a considerable effect on the purchase intention of both Korean and Chinese products. Practical implications: This study expects to provide practical marketing knowledge to organisations hoping to understand the South African marketplace when developing and promoting further their PCI and enhancing the PI of their products. Originality/value: This study presents nascent literature on research surrounding the country-of-origin effect in a multicultural African context. It fills an important gap by providing greater clarity with regard to South African consumer purchase intention.

Product Innovation and National Image of Chinese Products in the Eyes of Thai People

This paper developed products from Guangxi, China, for customers in Bangkok, Thailand, and investigates the influence of country image and product innovation on purchasing eight products: a tea shop, flower tea, traditional Chinese dress, Chinese language lessons, an instant hotpot, Chinese noodles, jujube, and Chinese jewelry. The study followed four steps: (1) researching the demand of product development from documents and interviews with Chinese entrepreneurs; (2) developing a product concept and presenting it to two business experts; (3) selecting five products with the highest expert ratings and conducting a survey to collect data about the products from Thai customers; and (4) analyzing the level of buying decisions and influence of product country image and product innovation on each of the five products. Content analysis, path analysis, and multigroup techniques were used for data analysis. Results revealed that products with a high level of product innovation and buying decisions that introduced technology provided better value and that product innovation influenced buying decisions in all product categories. Product country image, however, only influenced buying decisions for Chinese jewelry and Chinese language lessons. JEL Classification: M01, M03

Impact of company and country antecedents on B2B buyer perceived supplier performance

PurposeTo date, country-of-origin research has commonly explored structural relationships among country image (CI) constructs, together with attitudinal constructs, using a variety of halo, summary construct and flexible models, drawing on consumer samples. There has been no previous attempt to examine or synthesize these three models with respect to business-to-business (B2B) buying behavior. To fill this gap, this study reconceptualized these three models with B2B constructs using multi-cue settings and tested on B2B samples. This study aims to examine and estimate the relative impact of company- and country-specific images on B2B buyers’ evaluations of suppliers, and the direction of structural relationships with mediation among the constructs.Design/methodology/approachData collection was administered through a web-based structured questionnaire. The final sample consisted of 276 purchasing managers. Structural equation modeling was used to test the study’s hypotheses.FindingsCompany image is significantly influenced by product country image (PCI) but not by overall CI. The existence of a significant relationship between PCI and perceived supplier performance in a multi-cue setting is an important new finding. In addition, company image significantly influences supplier performance and mediates the relationship between PCI and supplier performance. Among the three models that test structural relationships among CI and other constructs, the reconceptualized halo model fits the data best.Practical implicationsThe study results revealed the contribution of company and country-related facets on B2B buyers’ perceptions of supplier performance while purchasing intermediate goods internationally. The significance of PCI on supplier performance emphasizes the strength of the industry sector within a country that may enable an industry to build a product-specific CI in international marketing.Originality/valueThis study advances the country-of-origin issue and debate concerning the strength of the country influence in the academic literature by addressing B2B buyers’ international purchasing behavior of intermediate goods. Additionally, the examination of multiple country facets, multi-cue settings and the CI influence structure in a single study, from a B2B perspective, offers a novel dimension to CI studies.

Thailand Consumer’s Response to Social Media Marketing of Chinese Consumer Electronics Products

This study is to explore the relationship between social media marketing and brand loyalty by the mediating variables of brand equity and product country image. Therefore, this paper is designed by the foundation of literature reviews to build a research framework of six hypotheses. Using SmartPLS for data analysis, and it is found that brand equity and product country image play a mediate role of the relationship between the social media marketing and brand loyalty. Based on the research results, managerial implications were proposed and future studies were suggested through this study.

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

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.

The coupling coordination of relationships between tourism destination image and product country image

AbstractBased on coupling theory, this paper analyzes mainland Chinese tourists who had purchased Taiwanese products before they traveled to Taiwan, and presents three key findings: (1) The evaluation value of mainland Chinese tourists for tourism destination image (TDI) is higher than that of product country image (PCI). (2) The degrees of coupling coordination between TDI and PCI as well as cognitive TDI and cognitive PCI are barely balanced; the degree of coupling coordination between affective TDI and affective PCI is slightly unbalanced. (3) There are stable and fluctuating coupling coordination relationships between TDI and PCI in different social demographic groups.

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

This study aims to determine the effect of ethnocentrism, animosity, product country image, and brand image on the willingness to buy Chinese car products. Data were collected from Chinese car users and potential car buyers. The purposive sampling technique was chosen in this study, which resulted in 300 respondents for analysis. Data were analysed using exploratory factor analysis and structural equation modelling. The results showed that ethnocentrism had a significant positive effect on animosity and had a significant negative effect on brand image, animosity had a significant negative effect on willingness to buy, the brand image had a positive and significant effect on willingness to buy, and product country image had a significant positive effect on brand image. Meanwhile, ethnocentrism and product country image do not affect willingness to buy. This study helps to improve our understanding of consumer behaviour regarding the purchase of foreign products.

Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence

Limited research has empirically explored the antecedents that explain product-country image in the context of international marketing. This topic is particularly important as consumers’ concerns about sustainability and the country of origin are relevant factors influencing purchase decisions relating to foreign products. This study addresses the gap by developing a causal relationship model to explain which are the main determinants of how consumers perceive product-country image on the basis of key aspects that define sustainability (environmental, social, quality/safety, and economic factors). This research is focused on the Spanish horticultural sector, Europe’s leading fresh produce supplier, which has historically experienced major crises that have affected its image abroad. The model is tested by using PLS-SEM on a sample of 303 consumers in Germany, one of the main destination markets of Spanish horticultural products. The results indicate that consumers’ subjective knowledge about image crises of the country and its products/services and consumers’ perceived risk of these products and information sources (organic and induced image) influence the formation of product-country image. The results have implications in the design of marketing campaigns and in the improvement of sustainable strategies for international companies.

An inquiry into country image components and their effects on perceived destination image and travel intentions

ABSTRACT A review of the literature shows the rationale of product-country-image (PCI) concept has rarely been applied in travel destination image (TDI) analysis. Such studies used to examine the country image one-dimensionally and failed to explore the separate functions of country image’s cognitive and affective components. This study is designed to fulfil this gap. Grounded in the attitude theory, a comprehensive predicting model of people’s travel intentions with the inclusion of the cognitive country image components and affective country image components is proposed and empirically tested. Theoretical contributions and managerial implications are discussed.

Ülke İmajının Satın Alma İstekliliği Üzerindeki Etkisinde Tüketici Yakınlığı, ÜrünÜlke İmajı ve Ürün Yargılarının Aracılık Rolü (The Mediating Role of Consumer Affinity, Product-Country Image, and Product Judgements in the Impact of Country Image on Willingness to Buy)

Purpose – The aim of this study, contrary to the studies in the literature, is to examine the effect of cognitive and emotional factors that can shape the relationship between the country image and the willingness to buy. In this context, it is aimed to examine the effect of the consumer affinity, which is defined as positive feelings that consumers can have in a foreign country, which as a new concept with limited literature knowledge, product-country image and product judgments. Design/methodology/approach – The survey form conducted within the scope of the research was shared electronically, and the participants were reached by using the sampling method. Data obtained with 308 usable questionnaires were analyzed using the Partial Least Squares Path Modeling (PLS-SEM), through the SmartPLS 3.2.9 program. Findings – According to the findings, it was seen that the country image in the minds of people to a specific country affects the image of the products produced from that country, consumer affinity, and product judgments. Besides, consumer affinity and product judgments have a positive effect on willingness to buy. Furthermore, there is a mediating effect of consumer affinity and product judgments on the relationship between the country image and the willingness to buy. Discussion – Consumers' perception of the image in their minds about a specific country shapes their beliefs and judgments about products produced from that country. The fact that the country image has a positive effect on willingness to buy requires that some considerations in terms of marketing managers, which the relevant strategies are independent from the product and their under the influence of macro factors. However, the image for products produced in a country may not always shape the purchase decisions of consumers. This may be a result of the changing image perception in the product categories. Findings that consumers feel close to a country and have positive emotions, and that this situation has a positive effect on their willingness to buy, are essential for understanding the emotional factors that affect consumers' decisions.

Italian Restaurants in Danish Consumers’ Perceptions: A Multi-Cue Analysis in a Product Country Image Perspective

Studies on the country image topic in the services context are rare in comparison with the number of papers investigating the effect that the information on the country of origin exerts on consumer buying behavior when tangible products are concerned. To this regard, the current paper would contribute to the literature on the country-of-origin effect and consumer behavior, exploring the role played by Product Country Image (PCI) in shaping customers attitude when a service offer is concerned – namely: dining services. Specifically, this study tests a conceptual model developed in a multi-cue perspective, that is: evaluating not only the effect of the information on the origin of the service offer investigated, but also assessing consumers’ perceptions related to other service offer cues, such as service quality and perceived value, in this case. A specific national cuisine in the full-service restaurant setting is explored: the Italian one. 
 
 From the methodological viewpoint, a survey was conducted among Danish customers of Italian restaurants in Copenhagen. The research method employed consisted in a structured questionnaire. Then, Structural Equation Modelling (SEM) was applied to the data collected. Results evidence that product country image influences the formation of a positive attitude towards ethnic restaurants even when a multi-cue approach is employed. Scientific and managerial implications are discussed.

The Relationship of Country Image, ProductCountry Image, and Purchase Intention of Korean Products: Focusing on Differences among Ethnic Groups in South Africa

Purpose - The purpose of this study is to provide practical implications for Korean companies searching for new market opportunities. From the experimental analysis, the impact of country image on product-country image and purchase intention of Korean products are measured. In addition, this study disaggregates the impacts of country image and product-country image and purchase intention among ethnic groups in South Africa for searching further useful implications. Design/methodology - To examine South African consumers’ country image and product-country image towards Korean products, data were collected between June and July 2019 through an online questionnaire, and 335 questionnaires were used for analysis. Firstly, the multivariate analysis was conducted to examine the general tendency of South African consumers’ perceptions of country image to Korea, product-country image, and purchase intention among three ethnic group consumers. Then in order to verify the country image model and hypotheses of the study, we analyzed the structural models for each of the three ethnic groups and compared the sizes of the path coefficients for each groups. To compare the difference of path coefficients across ethnic groups, configural invariance, metric invariance, and scalar invariance tests were conducted sequentially. Findings - In the black and white ethnic groups, the country image had a statistically significant impact on product-country image, but it did not affect the purchase intention to Korean products. The product-country image showed a statistically significant impact on the purchase intention to Korean products in both ethnic group. However, in the coloured ethnic group consumer, the country image had a significant effect on the product-country image, but it did not affect the purchase intention of Korean products. In addition, the product-country image did not have a significant influence on the purchase intention of coloured ethnic group consumers unlike black and white ethnic group consumers. The results of this study suggest that even though differences in terms of the impact of CoI on PCI and PI were investigated for the sample of white, coloured, and black respondents, the groups seemed to respond in a reasonably comparable manner. Originality/value - South Africa occupies more than 20% of Africa’s total GDP in sub-Saharan Africa and is a hub for Southern African logistics as a hub for Korean companies to enter Africa. However, it is rare to find a study focused on the determinants of consumer behavior in South Africa. In particular, this study disaggregates the impacts of country image and product-country image on consumer behavior across ethnic groups in South Africa. Therefore, this study could provide practical implications for Korean firms which desire to diversify their export markets and pioneer future markets.

Is There an Image Crisis in the Spanish Vegetables?

The Spanish horticultural sector has been adversely affected by recurring crises in the last years, showing a significant economic impact upon demand. These crises have different sources (internal and external) and origins (food safety, social, and environmental issues). However, research devoted to analyzing the nature and scope of these events and their influence on consumers’ perception is scarce. For this purpose, this research provides a conceptual framework that defines and classifies the main image crises that have affected the sector. Consequently, an exploratory study is conducted to analyze to what extent European consumers know the sector and to determine how consumer knowledge influences the Spanish product-country image. Data were analyzed using a Logit Model. Results suggest that crises have seriously affected the demand of Spanish vegetables and consumers’ perceived image. Factors affecting the sector’s image through consumer knowledge are different depending on consumers’ country-of-origin (national vs. foreign countries).