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A flexible model of consumer country‐of‐origin perceptions: A cross‐cultural investigation

Gary A. Knight (Department of Marketing, College of Business, Florida State University, Tallahassee, USA, and)
Roger J. Calantone (Department of Marketing, Michigan State University, East Lansing, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 April 2000



There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing, using data from large samples of US and Japanese consumers. In addition to strongly supporting the validity of the model, results suggest that country image cognitive processing is significantly more complex than previously thought, and that culture appears to play an important role in purchase decisions. The flexible model represents a substantive improvement in the depiction of cognitive processing regarding country‐of‐origin image.



Knight, G.A. and Calantone, R.J. (2000), "A flexible model of consumer country‐of‐origin perceptions: A cross‐cultural investigation", International Marketing Review, Vol. 17 No. 2, pp. 127-145.




Copyright © 2000, MCB UP Limited

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