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A review of Spanish consumers’ product-country image of China

Haritz Gorostidi-Martinez (Glorious Sun School of Business and Management, Donghua University Yan’anlu Campus, Shanghai, China)
Weimin Xu (Glorious Sun School of Business and Management, Donghua University Yan’anlu Campus, Shanghai, China)
Xiaokang Zhao (Glorious Sun School of Business and Management, Donghua University Yan’anlu Campus, Shanghai, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 12 June 2017

Abstract

Purpose

The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market.

Design/methodology/approach

A 52-item construct was adapted from former PCI scales from cross-cultural equivalence, including “country image”, “personal image”, “product image”, “general knowledge about China”, and “personal data”. Overall, 215 valid structured questionnaires were gathered.

Findings

The current study provides: a PCI literature review; hypotheses results concerning Spanish citizens’ views of Chinese products’ price, quality, technicality, inventiveness, and known brands concepts; descriptive statistics and results graphs for each of the PCI sections; and correlations of other variables with the five product image variables within the construct.

Research limitations/implications

Implementing standardized, longitudinal consumer studies that facilitate better comprehension of PCI evolution within a specific market emerged as a future research agenda.

Originality/value

The data informed both the Chinese public and private organizations’ managers of the importance of adapting to the market and non-market environments within Spain to avoid the liability of country of origin effect.

Keywords

Citation

Gorostidi-Martinez, H., Xu, W. and Zhao, X. (2017), "A review of Spanish consumers’ product-country image of China", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 3, pp. 589-615. https://doi.org/10.1108/APJML-09-2016-0160

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited