By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in a country’s language as well as demographic differences are included as control variables. Results indicated that human values can predict better country of origin images than other variables. However, the predictive ability of different human values was inconsistent across the two samples, suggesting that the context within which values are developed is important.
Balabanis, G., Mueller, R. and Melewar, T.C. (2002), "The human values’ lenses of country of origin images", International Marketing Review, Vol. 19 No. 6, pp. 582-610. https://doi.org/10.1108/02651330210451935
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