TY  - JOUR
AB  - When countries differ in the perceived quality of their products, country‐of‐origin (CO) labelling influences consumer choice. While the influence of nationalism on perceived quality has been well documented in the literature, the effect of worldmindedness has not been examined in this context. Primarily explores the role of worldmindedness in product quality perception. Confirms the impact of CO and nationalism on product evaluation. In studying 593 Austrian consumers, the research finds the effect of CO is moderated by the characteristics of consumer groups. Reveals that the effect of worldmindedness on product evaluation is enhanced for foreign products and is diminished for domestic products, however, the impact of nationalism on product evaluation is enhanced for domestic products and is diminished for foreign products. Suggests promotional and positioning implications for targeting both groups.
VL  - 13
IS  - 2
SN  - 0265-1335
DO  - 10.1108/02651339610115746
UR  - https://doi.org/10.1108/02651339610115746
AU  - Rawwas Mohammed Y.A.
AU  - Rajendran K.N.
AU  - Wuehrer Gerhard A.
PY  - 1996
Y1  - 1996/01/01
TI  - The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 20
EP  - 38
Y2  - 2024/04/19
ER  -