Cosmopolitanism and the Mediating Effect of Country Image on Consumers’ Purchase, Visit and Investment Intentions

Abstract

The paper aims to understand the mediating effect of Country Image (CI) on the relationship between consumer cosmopolitanism and consumers' purchase, visit and investment intentions towards a foreign country, considering the moderating effects of ethnocentrism, materialism, product familiarity, and visits to a country in a global market. The study extends research on the global and local consumption by simultaneously analysing the influence of country image dimensions and several moderating effects on consumers' behavioural intentions. Four hundred and fifty-seven valid responses from international consumers were collected through a questionnaire measuring country image dimensions. Findings indicate that cosmopolitanism has a significant and positive effect on foreign consumers' behavioural intentions and country image dimensions mediate this relationship. Moreover, a moderating effect was found for ethnocentrism, materialism, product familiarity, and visits to a country on the relationship between country cognitions and the intentions to visit the country. This study shows the importance of considering cosmopolitanism as a potential segmentation variable in international markets. The results can help managers and policymakers to better understand the image that foreign consumers hold about Portugal, their intentions to buy or invest in the country, as well as to think of Portugal as a tourism destination.

The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth

“…Brand image has been an attractive topic of debate in the marketing literature (Cho et al, 2010;Lee & Lim, 2020;Sousa et al, 2019). Brand image has performed a critical role in distinguishing among businesses and has played a significant role as a powerful marketing tool (H. Park & Park, 2019).…”

The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image

“…Attitudes toward cultural products were composed of a total of four question items. The country image consisted of five items [56,[58][59][60][61][62][63], and purchase intention consisted of three items [49][50][51][52][53]. A questionnaire was developed to collect data for this study.…”

“…Even for familiar products, existing information or beliefs about products from a specific country are inferred from the national image, which affects consumer purchase decisions [56,58,59]. Previous studies have reported that country image is highly significant because it provides strategic information to firms that operate across borders by exporting products, manufacturing abroad, and competing in their home markets against foreign companies [60][61][62]. Country image research is becoming increasingly important and prominent because of the growing trend in free trade and intercountry exchanges [62].…”

“…Previous studies have reported that country image is highly significant because it provides strategic information to firms that operate across borders by exporting products, manufacturing abroad, and competing in their home markets against foreign companies [60][61][62]. Country image research is becoming increasingly important and prominent because of the growing trend in free trade and intercountry exchanges [62]. The objective of this study is to investigate the mediating role of country image in the relationship between foreign cultural products and consumer purchase intention.…”

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