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Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness

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  • Piyush Sharma

    (Department of Management and Marketing, The Hong Kong Polytechnic University, Kowloon, Hong Kong)

Abstract

Despite growing evidence about differences in the attitudes and behaviors of consumers in emerging and developed markets, there is little research on the differences in country of origin (COO) effects on their evaluation, behavioral intentions (BIs), and actual purchase of imported products. This paper introduces a new conceptual framework incorporating consumer ethnocentrism (CET), materialism (MAT), and value consciousness (VC) to hypothesize several differences in the influence of COO effects on consumers from developed and emerging markets. A web-based study with 1752 consumers in four countries representing two developed markets (the UK and the USA) and two emerging markets (China and India) shows significant differences in the moderating influence of CET, MAT, and VC on the effects of COO on the evaluations and BIs for a fictitious passenger car brand, and on the actual choice of car brands owned by them. The findings highlight the importance of looking beyond CET at other relevant psychographic variables to understand the differences in motivations underlying consumer perceptions and behavior towards imported products.

Suggested Citation

  • Piyush Sharma, 2011. "Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(2), pages 285-306, February.
  • Handle: RePEc:pal:jintbs:v:42:y:2011:i:2:p:285-306
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    Citations

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    Cited by:

    1. Chen, Qiu & Maung, Min & Shi, Yulin & Wilson, Craig, 2014. "Foreign direct investment concessions and environmental levies in China," International Review of Financial Analysis, Elsevier, vol. 36(C), pages 241-250.
    2. Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    3. Keith Walley & Paul Custance & Tan Feng & Xu Yang & Li Cheng & Sandra Turner, 2014. "The Influence of Country of Origin on Chinese Food Consumers," Transnational Marketing Journal, Transnational Press London, UK, vol. 2(2), pages 78-98, October.
    4. repec:eee:jbrese:v:80:y:2017:i:c:p:197-209 is not listed on IDEAS
    5. repec:pal:jmarka:v:5:y:2017:i:2:d:10.1057_s41270-017-0018-2 is not listed on IDEAS
    6. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    7. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, 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.
    8. Kearney, Colm, 2012. "Emerging markets research: Trends, issues and future directions," Emerging Markets Review, Elsevier, vol. 13(2), pages 159-183.
    9. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
    10. Sharmuud Haliun & Seong-Do Cho, 2015. "The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(1), pages 4-14.
    11. repec:spr:manint:v:55:y:2015:i:1:d:10.1007_s11575-014-0229-0 is not listed on IDEAS
    12. 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.
    13. repec:spr:manint:v:51:y:2011:i:6:d:10.1007_s11575-011-0103-2 is not listed on IDEAS
    14. Cleveland, Mark & Rojas-Méndez, José I. & Laroche, Michel & Papadopoulos, Nicolas, 2016. "Identity, culture, dispositions and behavior: A cross-national examination of globalization and culture change," Journal of Business Research, Elsevier, vol. 69(3), pages 1090-1102.
    15. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria, Agrarian Economist Association (AEA), Chile, vol. 17.
    16. repec:pal:jintbs:v:48:y:2017:i:8:d:10.1057_s41267-017-0096-6 is not listed on IDEAS

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