A flexible model of consumer country‐of‐origin perceptions: A cross‐cultural investigation
Abstract
There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing, using data from large samples of US and Japanese consumers. In addition to strongly supporting the validity of the model, results suggest that country image cognitive processing is significantly more complex than previously thought, and that culture appears to play an important role in purchase decisions. The flexible model represents a substantive improvement in the depiction of cognitive processing regarding country‐of‐origin image.
Keywords
Citation
Knight, G.A. and Calantone, R.J. (2000), "A flexible model of consumer country‐of‐origin perceptions: A cross‐cultural investigation", International Marketing Review, Vol. 17 No. 2, pp. 127-145. https://doi.org/10.1108/02651330010322615
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited