Comparative study of COO effect on purchase intention of developed and emerging markets: a mediated-moderation of brand image and cosmopolitanism

Purpose - This study investigates the impact of country-of-origin image on purchase intention across developed and emerging markets and explores the mediating role of functional, social, and environmental brand image. Additionally, it assesses the moderating effect of consumer cosmopolitanism on these relationships among consumers in developed and emerging markets. Design/methodology/approach - This study utilised a cross-country comparative design with 2,514 respondents from developed markets (the United States and Japan) and emerging markets (China and India). A multi-group mediated moderation analysis examined the influence of country-of-origin on purchase intention through brand image and the moderating role of consumer cosmopolitanism. Findings - The effect of country-of-origin image on purchase intention is generally mediated by brand image. Moreover, higher consumer cosmopolitanism moderates the mediating effect from COO to PI through social and environmental images, with cosmopolitan consumers in developed markets viewing the country-of-origin images of emerging markets favourably, thus boosting purchase intention. Thus, contrary to previous assumptions, even the country-of-origin images of emerging markets can positively affect purchase intentions. Originality/value - Until now, no research has examined the moderating effect of cosmopolitanism in an integrated manner across four distinct scenarios: products from developed versus emerging markets × consumers in developed versus emerging countries. The moderating effect of cosmopolitanism is explored in this manuscript through a detailed analysis of the psychological mechanisms by which these scenarios influence decision-making. This is the first manuscript that investigates the mediating roles of three brand images in the relationship between country-of-origin image and consumer behaviour, addressing a significant gap in the literature. Despite the growing appreciation for cultural diversity among consumers, the moderating role of cosmopolitanism on country-of-origin image—particularly in developed nations—remains underexplored.