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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/1823

Title: Country images: do they really matter? Critical reflections and empirical evidence rehabilitating the importance and understanding of country-of-origin effects
Authors: BRIJS, Kris
BLOEMER, Johanna
Issue Date: 2006
Citation: 35th EMAC Conference on sustainable marketing leadership: A synthesis of polymorphous axioms, strategies and tactics, Athens University of Economics and Business (Athens).
Abstract: Numerous academics and marketeers remain sceptical about the relevance of research on county-of-origin (coo) effects. This criticism is nurtured by a substream of studies suggesting that coo-cues operate as determinants of people's attitude towards products only to a marginal extent. Yet, this paper shows that results already reported should be interpreted with care. Interestingly, classic empirical approaches seem to capture only fragments of the coo-effect while they work with limited conceptions of the key-variable (i.e., 'country image'). We conducted a large-scale field survey to tackle this problem. Our study indicates how a completed country image-construct significantly increases the impact of coo-effects and enhances our theoretical understanding of this phenomenon. More in detail we established that country-specific cognitions, feelings and behavioural intentions co-operate in determining the formation of product-specific beliefs, evaluation and purchase intentions.
URI: http://hdl.handle.net/1942/1823
Category: C2
Type: Conference Material
Appears in Collections: Research publications

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