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

Camila Costa, Jorge Carneiro, Rafael Goldszmidt
2016 Revista Brasileira de Gestão De Negócios  
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
more » ... ct 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
doi:10.7819/rbgn.v18i59.2474 fatcat:2iwjkfhw7beutpf7plohj3lryq