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1 – 10 of over 10000Dongjin Li, Cheng Lu Wang, Ying Jiang, Bradley R. Barnes and Hao Zhang
The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in…
Abstract
Purpose
The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in rational versus experiential purchases.
Design/methodology/approach
A large-scale survey involving over 1,200 consumers was conducted in China. Structural equation modeling was used to analyze the data and test hypotheses.
Findings
Empirical results show that the impact of country image on consumer purchase intention is mediated by general and category product image. In particular, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases, whereas the affective country image has a direct impact on category product image in experiential but not in rational purchases.
Research limitations/implications
This research extends the extant country-of-origin literature and shows that the product image dimension of the country-of-origin construct mediates the effect of the country image dimension of the country-of-origin construct on consumer purchase intention, and demonstrates the different effect of affective country image on product image in rational versus experiential purchases.
Practical implications
The findings of this research can help multinational marketers, exporters and retailers to better decide when to benefit from their positive country image and avoid the potential pitfalls associated with negative country image.
Originality/value
This study differentiates between cognitive and affective country image and between general and category product image. Thus, it provides insight to further understand how country image can influence consumer product judgment and purchase intention differently in rational and experiential purchases.
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Ketsuree Vijaranakorn and Randall Shannon
This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of…
Abstract
Purpose
This study aims to develop a theoretical concept by examining the country image effects on luxury value perception, a matter past studies have overlooked. Multiple facets of country image, cognitive and affective dimensions, have been developed to evaluate perceived luxury value and purchase intention. However, no prior studies have considered all the types of perceived luxury values: utilitarian value, hedonic value, symbolic value and economic value, considered in relation to cognitive and affective country image in an emerging country’s market. Accordingly, this study has attempted to explore the ways Thai luxury consumers perceive the image of the country and the influence of the perceived value of Thai luxury brands, to learn which country attributes strengthen the luxury brand’s value and customers’ purchase intention.
Design/methodology/approach
A total of 407 Thai respondents, who were luxury-product consumers who knew and previously had bought either Thai luxury brands or global luxury brands, comprised the final sample examined. Structural Equation Modeling was employed in this research to test the research hypotheses. The structural model proposed a causal relationship between two endogenous constructs, cognitive and affective country images, and five exogenous constructs: utilitarian value, hedonic value, symbolic value, economic value and purchase intention.
Findings
The findings confirmed that countries are like brands in that the perceived image of each country’s aspects, cognitive and affective, influences the perceived value in each dimension differently, and so affects purchase intention. This implies that the evaluation of perceived quality or perceived value for money, as in past studies, cannot accurately demonstrate what particular benefits consumers receive when they utilize the country-image cue. Country image has both symbolic and emotional significances for consumers. The findings have provided a more precise measure of the effects of country image as well as important information on country positioning the in the world market.
Research limitations/implications
There are some limitations in this study. The reliance on Thai samples from one city has limited the generalizability of the findings. Moreover, this study considered only one country of brand origin, and only one product category has been chosen as the stimulus, which together are the major limitations of this study. Future research could also consider further testing country image effects on value perception with other extrinsic attributes, rather than using a single cue, as this study did. Additionally, antecedent variables that may have an influence on country-image effects should be considered in future studies.
Practical implications
The relation of country image and value perception could help both governments and companies support their national brands more effectively, or to export products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value. Moreover, it would be valuable for companies producing luxury products to know which country attributes strengthen the brand’s value. Luxury-brand managers will have to take these aspects into consideration when developing their communications strategies (Krupka et al., 2014).
Originality/value
There is a lack of research as regards the impact of a brand name’s perceived origin on the luxury perception associated with that brand (Salciuviene et al., 2010). This research is the first to investigate the theoretical framework of luxury value perception found in relation to cognitive and affective country images. From an academic perspective, this study sought to increase the theoretical research relating to the ambiguous conceptualization of the country-image effect on consumers’ perception of value in luxury products. Additionally, the relation of country image to luxury value perception could help both governments and companies support their national luxury brands more effectively, or to export luxury products in accordance with the image aspect that most strongly impacts consumers’ positive perception of value.
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Aya Mohamed Izzularab, Farouk Radwan, Ramadan Gad and Peter Björk
This study aims to investigate the effect of country image on investment intention and the role of investment image as a mediating factor. Both cognitive and affective country…
Abstract
Purpose
This study aims to investigate the effect of country image on investment intention and the role of investment image as a mediating factor. Both cognitive and affective country image dimensions were addressed to assess the functional and emotional aspects of the country image and their effects on investment intention. The current study targeted Egypt, as one of the developing countries, from the point of view of Nordic investors.
Design/methodology/approach
Partial least squares structural equation modeling was used to test the proposed model using data collected from 124 top managers of different companies in the clean energy sector in Nordic countries.
Findings
The results showed that cognitive and affective country images are positively related to the investment image, and that investment image is positively correlated with the investment intention. The investment image has a full mediating role in the relationship between cognitive and affective country images and investment intention.
Originality/value
The past few decades have witnessed a growing interest in country image research; however, limited studies have investigated the impact of country image on foreign investment intention. This study adds to the understanding for the potential contribution of the investment image of developing countries in the decision-making process for the foreign direct investment.
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Maria-Angeles Revilla-Camacho, Carlos Rodriguez-Rad, Dolores Garzon, María-Elena Sánchez del Río-Vázquez, Camilo Prado-Roman and Beatriz Palacios-Florencio
The main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between…
Abstract
Purpose
The main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.
Design/methodology/approach
The proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.
Findings
According to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.
Originality/value
The study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.
Objetivo
El principal objetivo de este estudio es identificar algunas de las variables que inciden en la percepción de la marca país Brasil, así como el conocimiento de las relaciones entre ellos.
Diseño/metodología/enfoque
El modelo propuesto tiene como objetivo conocer la influencia de la imagen afectiva, la imagen cognitiva, la identidad y reputación en la marca país. El PLS (Partial Least Squares) es el método utilizado para probar el modelo propuesto.
Resultados
Según los resultados obtenidos, parece que tanto la identidad como la reputación tienen un efecto positivo y significativo en la marca país. Por otro lado, la imagen cognitiva se relaciona positivamente con la identidad y la imagen afectiva, mientras que sorprende que la imagen afectiva en sí misma no muestra una influencia significativa sobre la identidad.
Originalidad/valor
El estudio es de especial interés para los responsables políticos, ya que explica los factores que debe influir para potenciar con éxito la marca país. También contribuye al desarrollo teórico proponiendo un modelo conceptual que resalte la importancia de la imagen cognitiva en la marca país, por su efecto sobre la imagen e identidad afectiva.
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Berto Mulia Wibawa, Chelsia Pranindyasari, Gita Widi Bhawika and Rachma Rizqina Mardhotillah
This research aims to identify halal attributes for Indonesian Muslim tourists that can create a destination image, revisit intention and recommendation intention. Indonesia has…
Abstract
Purpose
This research aims to identify halal attributes for Indonesian Muslim tourists that can create a destination image, revisit intention and recommendation intention. Indonesia has the largest Muslim population in the world and their Muslim tourists who frequently visit non-Muslim countries. This is a great opportunity for non-Muslim countries to improve halal tourism services.
Design/methodology/approach
Data was collected through a panel of recruited online sampling on 268 Indonesian Muslim tourists who had visited non-Muslim countries. Structural equation modeling analysis is used to investigate the impact of halal tourism attributes on destination images and behavioral intentions.
Findings
This study found the five halal tourism attributes that had a positive and significant impact on affective destination image, overall destination image, revisit intention and recommendation intention.
Practical implications
Halal tourism attributes can be used as a basis for marketing strategies of tourism bureaus to create a destination image, increase intention to revisit and provide effective word-of-mouth recommendations based on Muslim tourists needs.
Originality/value
To the best of the authors’ knowledge, this is the first study to analyze the main needs for halal tourism of Indonesian Muslim tourists when traveling to non-Muslim countries. Our study contributes to the halal tourism literature, along with having implications for non-Muslim tourism bureaus and halal tourism teaching and practice.
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Salman Yousaf, Mohammad Zubair Tauni and Fan Xiucheng
This study aims to focus on the internal audiences of a nation brand, i.e. the citizens of a country and is built on the theoretical premise that migration intentions (MIs…
Abstract
Purpose
This study aims to focus on the internal audiences of a nation brand, i.e. the citizens of a country and is built on the theoretical premise that migration intentions (MIs) prevalent among the skilled and educated elite of a home country signifies a weak nation brand.
Design/methodology/approach
Through the theoretical support of the migration motive theory of push and pull (Richmond, 1993), nation branding theory (Anholt, 2006) and the two-construct country image model (Roth and Diamantopoulos, 2009), the authors constructed a framework that incorporates the relationship between affective and cognitive country images of both home and migrant country and migration motives and intentions to migrate.
Findings
The findings reveal that push and pull factors are strongly affected by the images of the home country and the migrant country, respectively and strong home country images are associated with weak MIs, while the opposite is true if a strong migrant country image is possessed. Further, evidence of the dominance effect of cognitive images in complex decision-making environments such as migration was also provided. Moreover, the results also suggest significant differences between Chinese and Pakistani respondents.
Practical implications
This study guides nation branding researchers by opening up a debate on self-images and conceptually independent attitudinal constructs of country image. For policymakers in developing countries, the results reveal that they should primarily strengthen their internal brands and focus on cognitive images to stem the flow of brain drain.
Originality/value
This study takes the traditional country image debate to migration discourse, moves it forward, contextualizes it as a function of a nation’s brand strength and provides evidence that confluence of migration studies with the theoretical stream of nation branding can provide significant explanations for migrant behavior.
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Alexander Buhmann and Diana Ingenhoff
The purpose of this paper is to develop and test a new model for the measurement of the constitution and effects of the country image as a central target construct in…
Abstract
Purpose
The purpose of this paper is to develop and test a new model for the measurement of the constitution and effects of the country image as a central target construct in international public relations.
Design/methodology/approach
The authors combine concepts from reputation management (Eisenegger and Imhof, 2008; Ingenhoff and Sommer, 2007), national identity theory (Smith, 1987), and attitude theory (Ajzen and Fishbein, 1980) to derive a four-dimensional model, conceptualizing country images as stakeholder attitudes toward a nation and its state, comprising specific beliefs and general feelings in a functional, normative, aesthetic, and emotional dimension. Furthermore, the authors develop a path model to analyze the country image’s effect on stakeholder behavior. This model is operationalized and tested in a survey regarding the country image of the USA and its effects on travel behavior.
Findings
Results show how functional, normative and aesthetic image dimensions vary in affecting the formation of the affective image component. It is also demonstrated how the affective image di-mension acts as a mediator in the image’s effect on stakeholder behavior.
Practical implications
For international public relations and public diplomacy practice the developed model supplies a new approach for country image analyses which will serve and improve the development and evaluation of cross-national communication strategies.
Originality/value
The paper introduces a new theory-grounded approach to clarify the dimensionality of the country image construct. It is the first to operationalize cognitive and affective dimensions of the country image by combining formative and reflective indicators in a mixed specified construct.
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Mohammadali Zolfagharian, Roberto Saldivar and Jerome D. Williams
The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets.
Abstract
Purpose
The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets.
Design/methodology/approach
The cognitive and affective dimensions were manipulated in a scenario-based experiment administered on 261 Mexican Americans in three product categories.
Findings
The cognitive and affective dimensions each have a distinct impact. When the two dimensions combine, the effect is stronger within the specialty product category, followed by the shopping product category, and, to a lesser extent, in the convenience product category.
Research limitations/implications
The cognitive dimension was represented by the country’s degree of political, economic and technological development, whereas the affective dimension was traced by examining immigrants who identify with the emotional and symbolic meanings associated with countries involved in the country of origin (COO) message.
Practical implications
Managers should pursue emerging COO research whose concepts and designs are congruent with today’s global consumer culture. The authors find support for the stand-alone effects of made-in and owned-by COO cues, as well as the effects of the cognitive and affective dimensions of COO. When COO messages combine both made-in and owned-by cues, the cognitive and affective dimensions may work synergistically, depending on the product category.
Originality/value
This study adds to the nascent literature that recognizes the multiplicity of consumer identities, and bridges the gulf between the conventional COO research and the increasingly multicultural nature of the marketplace.
MiRan Kim, Heijin Lee, Soyeon Kim and Laee Choi
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are…
Abstract
Purpose
Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.
Design/methodology/approach
Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.
Findings
The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.
Research limitations/implications
By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.
Practical implications
By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.
Originality/value
As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.
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Byoungho Jin, Moudi O. Almousa, Heesoon Yang and Naeun Kim
While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have…
Abstract
Purpose
While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have largely failed to detail its varying effects by product category and by the level of a country’s economic development. The purpose of this paper is to examine the impact of the macro and micro country images of four countries (USA, Italy, Korea, and Malaysia) on Saudi consumers’ purchase intentions in two product categories (symbolic and functional product).
Design/methodology/approach
Data were collected from shoppers older than 20 years of age at several shopping malls in Riyadh, Saudi Arabia via mall intercept method.
Findings
Analyses of 496 data revealed that the effects of macro and micro country images differ by product category. In particular, both macro and micro country images were equally relevant to the purchase intention of symbolic goods (i.e. handbags), while micro country image played a greater role in the purchase intention of functional goods (i.e. cell phones). A partial country moderating effect was found. The effects of micro country image on the purchase intention of handbags were valid only in Italy, where product-country match is high.
Originality/value
This study advances country image research by highlighting how the effects of macro and micro country images on purchase intention differ by product category and by country. The findings suggest which aspect of country image (i.e. macro vs micro) should be actively communicated in the marketing of symbolic and functional goods.
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