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

Abstract

Purpose -This study investigates whether the magnitude of the effect of country image (CoI) on quality evaluation of foreign products varies across consumers from developed vs. from developing countries Design/methodology/approach -French, Argentinean and Chilean consumers responded to an online survey. We employed a withinsubjects design in order to examine associate differences in CoI with differences in quality assessment.Findings -In agreement with previous studies, we found a positive effect of CoI on quality evaluations of foreign products. However, we found a non-significant moderating effect of consumer nationality, which contrasts with Hsieh (2004), who found that CoI effects were stronger for consumers from developing markets.Originality/value -While several studies have investigated factors that would affect consumers' preference for domestic vs. foreign products, we took the relatively under-researched topic of whether there would be differences across consumers from developed vs. developing markets in the impact of country image on the evaluation of foreign products.Keywords -Country-of-origin effect; country image effect; foreign product evaluation; nationality of the consumer; international marketing 25

Tourist’s Expectation, Experience, and Satisfaction of Shopping Landscape in Malaysia

“…Tourists view the country comprehensively and a complete image comprises of customers' opinion and assessment of the local people, history, geography, culture, politics, economy, and technical growth (Allred et al, 1999;Carneiro & Faria, 2016;Costa et al, 2016). There are a number of definitions of the destination image and they are well-known: 'the sum of beliefs, ideas, and impressions that a person has of a destination' (Crompton, 1979); 'the perceptions of individual destination attributes and the holistic impression made by the destination' (Echtner & Ritchie, 2003); an individual's mental representation of knowledge (beliefs), feelings, and global impressions about an object or destination' (Baloglu & McCleary, 1999).…”