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Country‐of‐origin contingencies: Competing perspectives on product familiarity and product involvement

Alexander Josiassen (Department of Management and Marketing, Faculty of Economics and Commerce, University of Melbourne, Parkville, Australia)
Bryan A. Lukas (Department of Management and Marketing, Faculty of Economics and Commerce, University of Melbourne, Parkville, Australia)
Gregory J. Whitwell (Department of Management and Marketing, Faculty of Economics and Commerce, University of Melbourne, Parkville, Australia)

International Marketing Review

ISSN: 0265-1335

Article publication date: 18 July 2008

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Abstract

Purpose

This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of competing hypotheses, the alternative possibilities by which product familiarity and product involvement may influence the importance that consumers place on COO image when they evaluate products.

Design/methodology/approach

Data were gathered from 388 consumers in Australia across four different product classes. Data analysis was conducted using hierarchical regression analysis with interactions and post hoc slope analysis.

Findings

Overall, the study findings suggest that the importance that consumers place on COO image when they evaluate products is contingent on the product context. Specifically, the study findings show that consumers consider COO image to be more important for their product evaluations when they evaluate products from less familiar product categories and are less involved with the products that they are evaluating. An additional variable included in the study, product origin congruency, was found to enhance the importance that consumers place on COO image when they evaluate products.

Originality/value

There are competing views in the literature as to how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products. This study further clarifies the moderating role of product familiarity and product involvement. The study also examines the potential moderating role of product origin congruency in a survey for the first time.

Keywords

Citation

Josiassen, A., Lukas, B.A. and Whitwell, G.J. (2008), "Country‐of‐origin contingencies: Competing perspectives on product familiarity and product involvement", International Marketing Review, Vol. 25 No. 4, pp. 423-440. https://doi.org/10.1108/02651330810887477

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited