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This paper examines the moderating effects of online reviews on the relationship between country image, product image, and purchase intention of products from two developed countries in Vietnam.

This current research used a cross-sectional design. Data was collected via questionnaires, and 305 responses were left after refining. The collected data were analyzed using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis methods.

Affective country images do not directly affect purchase intention when online review quality and positivity are high. Cognitive country images still directly affect purchase intention when online review positiveness is low. However, online review quantity does not moderate the effects of country images on product images and purchase intention.

Cognitive country image consistently affects purchase intention through the central route independent of online reviews. In contrast, the affective country image will likely affect purchase intention through the peripheral route when online reviews are insufficient for customers.

Firms can mitigate the adverse effects of country image, especially cognitive country image, in foreign markets by improving online review quality and positiveness.

Our study extended existing literature by providing a better understanding of the nature of country image and the roles of country image dimensions in shaping product image and purchase intention in the context of the increasing popularity of online reviews.