If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in rational versus experiential purchases. Design/methodology/approach -A large-scale survey involving over 1,200 consumers was conducted in China. Structural equation modeling was used to analyze the data and test hypotheses. Findings -Empirical results show that the impact of country image on consumer purchase intention is mediated by general and category product image. In particular, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases, whereas the affective country image has a direct impact on category product image in experiential but not in rational purchases. Research limitations/implications -This research extends the extant country-of-origin literature and shows that the product image dimension of the country-of-origin construct mediates the effect of the country image dimension of the country-of-origin construct on consumer purchase intention, and demonstrates the different effect of affective country image on product image in rational versus experiential purchases. Practical implications -The findings of this research can help multinational marketers, exporters and retailers to better decide when to benefit from their positive country image and avoid the potential pitfalls associated with negative country image.

This study examines the factors that influence individual intentions towards the adoption of full electric vehicles. A sample including 308 respondents was collected on the streets of Macau. The collected data were analysed by confirmatory factor analysis and structural equation modelling. The results demonstrate that environmental concerns and the perception of environmental policy are antecedent factors of the perception of full electric vehicles, which influences the behavioural intention to purchase full electric vehicles. This study also finds that the perception of economic benefit is one of the key factors influencing the adoption of full electric vehicles. Vehicle operators seek economic benefits from future long-term fuel savings, high energy efficiency, and cheap electricity. Thus, a government striving to promote low-carbon transportation needs to scale up its efforts to enhance citizens' environmental concerns and to establish proper environmental policy as well as to provide long-term financial and strategic support for electric vehicles.

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Innovation has become a key concept in recent decades. Truly innovative products can create value for consumers, extend the product category, generate higher margins, and strengthen the brand. Simply speaking, relationships may form between product innovation and each driver of customer equity. However, for different product categories and nationalities, this relationship may differ. This paper not only identifies the relationships between innovation and customer equity, but also examines the moderating effects of product category and nationality. In total, 409 consumers from Korea (n = 200) and China (n = 209) were surveyed by questionnaire in this study. The stimuli of the degree of innovation (i.e., radical or incremental) included Nike+Ipod and Adidas 1, and Nike Air Max and Adidas Team Series from the shoe industry, while H&M designer label and Nano material, and H&M seasonal collection and cycle material from the clothing industry. Structural equation modeling was used to test the hypotheses. The results show that the degree of innovation exerts positive influences on value equity and brand equity, which can be drivers of customer equity. Thus, the reason firms launch innovative products is not only to boost sales by increasing customer value, but also to improve brand image, which can influence the customers’ purchase decision. The relationship between innovation and customer equity can be moderated by product category and nationality. Managers should develop different innovation strategies based on different product categories and customer nationalities.