Country image effect on product assessment: moderating role of consumer nationality

• Autor(a) principal: Costa, Camila
• Data de Publicação: 2016
• Outros Autores: Carneiro, Jorge, Goldszmidt, Rafael
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/2474
• topic: Country-of-origin effect; country image effect; foreign product evaluation; nationality of the consumer; international marketing.; Efeito de país de origem; efeito de imagem do país; avaliação de produtos estrangeiros; nacionalidade do consumidor; marketing internacional.; Efeito de país de origem; efeito de imagem do país; avaliação de produtos estrangeiros; nacionalidade do consumidor; marketing internacional.

Purpose – This study investigates whether the magnitude of the effectof country image (CoI) on quality evaluation of foreign products variesacross consumers from developed vs. from developing countriesDesign/methodology/approach – French, Argentinean and Chileanconsumers responded to an online survey. We employed a withinsubjectsdesign in order to examine associate differences in CoI withdifferences in quality assessment.Findings – In agreement with previous studies, we found a positiveeffect of CoI on quality evaluations of foreign products. However, wefound a non-significant moderating effect of consumer nationality,which contrasts with Hsieh (2004), who found that CoI effects werestronger for consumers from developing markets.Originality/value – While several studies have investigated factors thatwould affect consumers’ preference for domestic vs. foreign products,we took the relatively under-researched topic of whether there wouldbe differences across consumers from developed vs. developing marketsin the impact of country image on the evaluation of foreign products.