TY  - JOUR
AB  - Purpose– The country‐of‐origin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products.Design/methodology/approach– A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products.Findings– The results indicate that product‐country images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products.Research limitations/implications– While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of non‐Western and emerging markets as well as product‐country perceptions in these markets.Originality/value– This study extends our understanding of country‐of‐origin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of product‐country reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on product‐country evaluations.
VL  - 25
IS  - 4
SN  - 0265-1335
DO  - 10.1108/02651330810887459
UR  - https://doi.org/10.1108/02651330810887459
AU  - d'Astous Alain
AU  - Giraud Voss Zannie
AU  - Colbert François
AU  - Carù Antonella
AU  - Caldwell Marylouise
AU  - Courvoisier François
ED  - Ian Phau
ED  - Paul Chao
PY  - 2008
Y1  - 2008/01/01
TI  - Product‐country images in the arts: a multi‐country study
T2  - International Marketing Review
PB  - Emerald Group Publishing Limited
SP  - 379
EP  - 403
Y2  - 2024/05/13
ER  -