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Country image, product image and consumer purchase intention: Evidence from an emerging economy

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  • Wang, Cheng Lu
  • Li, Dongjin
  • Barnes, Bradley R.
  • Ahn, Jongseok

Abstract

In offering fresh insights on the country-of-origin effect literature, this article provides evidence to suggest that cognitive country image (CI) is not necessarily consistent with affective country image. Based on a large scale consumer survey conducted in China, the findings reported provide empirical support for a hypothesized decomposing effect. In particularly, the results demonstrate that cognitive and affective CI have a different impact on the intention to purchase, with the former influencing purchase through product image, and the latter having a direct influence, independent of product image. Such a decomposing effect has important theoretical and managerial implications surrounding the mechanics of country image and the impact on purchase intention which are extracted from this study along with directions for future research.

Suggested Citation

  • Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
  • Handle: RePEc:eee:iburev:v:21:y:2012:i:6:p:1041-1051
    DOI: 10.1016/j.ibusrev.2011.11.010
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    References listed on IDEAS

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    Cited by:

    1. He, Jiaxun & Wang, Cheng Lu, 2015. "Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China," Journal of Business Research, Elsevier, vol. 68(6), pages 1225-1233.
    2. Reza Azizpour & Tayebeh Abbasnejad & Malihe Siyavooshi, 2016. "Effective Factors on Purchasing Intention of Cosmetics and Health Products in Tehran City," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 449-458, November.
    3. repec:eee:iburev:v:27:y:2018:i:1:p:173-185 is not listed on IDEAS
    4. Costa, Camila & Carneiro, Jorge & Goldszmidt, Rafael, 2016. "A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes," International Business Review, Elsevier, vol. 25(5), pages 1066-1075.
    5. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & G├╝lsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.

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