IMPACT OF COUNTRY IMAGE DIMENSIONS ON CONSUMERS ATTITUDES: DIFFERENCES ACROSS PRODUCT CATEGORIES / IMPACTO DAS DIMENSÕES DA IMAGEM DO PAÍS DE ORIGEM NA ATITUDE DOS CONSUMIDORES: DIFERENÇAS ENTRE CATEGORIAS DE PRODUTO

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

10/08/2011

RESUMO

Although quite a lot of research has been conducted on the effect of country-of-origin on consumers¿ attitudes towards foreign products, this study moves a step beyond. First, we follow Roth and Diamantopoulos¿ (2009) recommendation to disentangle country image in terms of its cognitive and affective dimensions, while treating the conative dimension (e.g., attitude) as a result of the former two. Besides, we explicitly disaggregate the cognitive dimension in geographic and human aspects. Additionally, we build an explanatory model with different categories of products ¿ nature-based, industrialized and hedonic ¿ and posit that there are differential effects of the country image dimensions on each particular product category. We run a Web survey to collect data from French consumers on their assessment of cognitive and affective aspects of two countries ¿ Brazil and Germany ¿ and their attitude towards three product categories. Structural equation modeling is used to estimate model parameters. Empirical results corroborate our hypotheses.

ASSUNTO(S)

consumidor consumer imagem image pais parents

ACESSO AO ARTIGO

Documentos Relacionados