scholarly journals The Effect of Multifaceted Country Image on Country-Product Image and Brand Evaluation: Moderating Effect of Chinese Consumer’s Ethnocentrism and Perceived Brand Globalness

2014 ◽  
Vol 10 (3) ◽  
pp. 495-516 ◽  
Author(s):  
이호택 ◽  
이형탁
Keyword(s):  
Moderating Effect ◽  
Country Image ◽  
Brand Evaluation ◽  
Product Image

scholarly journals Variables that affect the purchase intention of Peruvian gastronomy

2017 ◽  
Vol 9 (1) ◽  
pp. 114
Author(s):  
Gina Pipoli de Azambuja
Keyword(s):  
Graduate Students ◽  
Purchase Intention ◽  
Qualitative Method ◽  
Country Image ◽  
Positive Relation ◽  
Intent To Purchase ◽  
Survey Technique ◽  
Product Image ◽  
Product Familiarity ◽  
Different Levels

The purpose of the research is analyze the association of the purchase intention of Peruvian gastronomy with the following set of variables: the country image of Peru, the gastronomy’s product image, the familiarity with Peru, and the gastronomy’s product familiarity. Such association has not been studied for country familiarity variable, and for Peruvian gastronomy. A qualitative method to compile the primary information and the survey technique was used. Additionally, a questionnaire of closed questions was applied to undergraduate and graduate students in two selected samples that correspond to the consumers of two countries with different levels of familiarity with Peru: United States whose level of familiarity is high and France whose level of familiarity is low. It was concluded that there is a positive relation between the intent to purchase of Peruvian gastronomy with the country image of Peru, the gastronomy’s product image, the familiarity with Peru, and the gastronomy’s product familiarity. In addition, the country image of Peru is statistically significant associated with purchase intention of Peruvian gastronomy for the case of foreign consumers with high and low familiarity with Peru.

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

scholarly journals How to Attract Talented Expatriates: The Key Role of Sustainable HRM

2019 ◽  
Vol 11 (19) ◽  
pp. 5373 ◽  
Author(s):  
Gahye Hong ◽  
Eunmi Kim
Keyword(s):  
Emerging Markets ◽  
Family Support ◽  
Direct Effect ◽  
Host Country ◽  
Multinational Enterprises ◽  
Moderating Effect ◽  
Country Image ◽  
The Us

Retaining talented expatriates is important for multinational enterprises (MNEs) to maintain knowledge sustainability between their headquarters (HQ) and subsidiaries. However, depending on the host country image of a subsidiary, the attractiveness of the subsidiary may make it challenging to recruit prospective expatriates. Based on the sustainable human resource management (HRM) perspective, this study examines the direct effect of the host country image of a subsidiary and the moderating effect of family support policies on a subsidiary’s attractiveness, by comparing subsidiaries in the US and Vietnam. The results are based on data from 434 Korean potential expatriate applicants and show that the host country image of a subsidiary has a direct effect on the subsidiary’s attractiveness. Specifically, expatriate applicants are less attracted to a Vietnam-based subsidiary than to a US-based one. Further, the positive moderating effect of family support policies on subsidiary attractiveness is more relevant for the Vietnam-based subsidiary. This result suggests that family support policies can be a key strategy for overcoming the less preferred host country images of subsidiaries in emerging markets, thus improving subsidiary sustainability in the long term. The implications of these findings are provided in the context of sustainable HRM and the existing expatriate literature.

Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience

1993 ◽  
Vol 1 (4) ◽  
pp. 25-48 ◽  
Author(s):  
David K. Tse ◽  
Wei-na Lee
Keyword(s):  
Production Costs ◽  
Country Image ◽  
Production Lines ◽  
Product Experience ◽  
Global Brands ◽  
Global Branding ◽  
Product Image ◽  
Psychological Mechanism ◽  
Origin Effect ◽  
Made In

This article reports two studies on how negative country images can be removed by investigating the effects of decomposing country image into component and assembly origins, as well as the effects of global branding and product experience. Study 1 examines the psychological mechanism consumers use when a country image is decomposed into component and assembly origins. Study 2 extends the effect of decomposing country image to the context of global brands and product experience. It was found that subjects do not seem to differ either in the psychological mechanism they use or in their confidence in evaluating a product which is “made in “ a country versus a product which has its “components from” and “is assembled in” the same country. As hypothesized, the effect of country image was weakened when it was decomposed. A strong positive brand was found to override negative assembly origin effect. After the product experience, the component origin effect was also removed. These findings suggest that when manufacturers lower their production costs by globalizing their production lines, they may simultaneously benefit from having a positive product image.

Relationships among the Country Image, Product Image and Purchase Intention

2010 ◽  
Vol 10 (12) ◽  
pp. 267-273 ◽  
Author(s):  
Jian-Yong Xiong ◽  
Yan-Yan Wu ◽  
Won-Kyum Kim
Keyword(s):  
Purchase Intention ◽  
Country Image ◽  
Product Image

A study of the Chinese consumers’ product-country image of Spain

2017 ◽  
Vol 29 (5) ◽  
pp. 947-977 ◽  
Author(s):  
Haritz Gorostidi-Martinez ◽  
Weimin Xu ◽  
Xiaokang Zhao
Keyword(s):  
Private Sector ◽  
Personal Data ◽  
Country Image ◽  
Chinese Market ◽  
Chinese Consumers ◽  
Product Price ◽  
Content Type ◽  
Research Results ◽  
Product Image ◽  
Public And Private Sector

Purpose As part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers’ perceptions of Spain, its products, and its people, thereby providing an overall contemporary Spanish PCI within the Chinese market. Design/methodology/approach In total, 215 valid structured questionnaires were gathered throughout China. Following a pre-investigation of 259 usable questionnaires, a 52-item construct was drawn from the existing widely used PCI item scales, designing a structured PCI construct, covering: “country image,” “personal image,” “product image,” “general knowledge about Spain,” and “personal data.” Findings The study provides: a PCI pre-investigation research results as well as a literature review on PCI topic; research results for the five hypotheses concerning Chinese citizens’ view of Spanish product price, quality, technicality, inventiveness, and known brands view; descriptive statistics as well as result graphs for each of the covered PCI sections; our PCI construct variable correlations with the tested five product image variables; and general implications. Research limitations/implications Standardizing PCI longitudinal studies, as well as focusing on how the Spanish Government and private sector should determine the long-term criteria to facilitate a clearer representation of the Spanish PCI evolution within the Chinese market, is advised. Originality/value The current study intends to capture insights for Spain and other country’s public and private sector decision makers to better integrate market and non-market strategies. The results would further assist delineating strategies to avoid the liability of foreignness of Spanish organizations within China.

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