Country Image and Product Evaluations: Impact of a Personai Contact with a Country

Abstract

In the context of globalization, consumers in majority of countries are increasingly exposed to products from foreign countries as well as have direct experience of visiting these countries. Personal experience with a country influences one's perception about a country as well as its products. The mechanism of this influence is complex and still evolving, presenting a research problem of this study. On the basis of previous studies, the authors of this article suggest a different model of research. This model segregates conative and cognitive aspects of the country image, and argues that conative ones may be interpreted as one's psychic closeness to a country. The aim of the article is to test the model, analyzing how personal experience with a country and demographic parameters impact on psychic closeness, image of a country and general evaluations of products from that country. The study is performed in Lithuania, on the basis of mail survey, developed on the judgemental sampling approach. Germany was used as a target country for measuring respondents' psychic closeness, country image and general evaluations of products from this country. The main constructs were measured on the basis of modified scale proposed by R. Parameswaran & M. Pisharodi (1994). Personal experience with a country was measured by registering visits to the country or temporary living in it. In total, 539 questionnaires were included in the analysis. The analysis revealed appropriateness of the study approach and allows us to highlight some differences, occurring on the basis of personal experience. It was confirmed that the country image depends on personal experience from the country and that general evaluation of products also depends on personal experience from the country. However, the link between personal experience and psychic distance requires further analysis and testing. In addition, some differences were observed on the basis of various demographic parameters of respondents. More general interpretation of findings is difficult due to the scope of the study, since the major parameters are measured on the basis of just two countries. This complicates segregation of country-specific observations from the general ones. Despite this limitation, the study suggests further steps in researching the issue, since the overall model has proved its appropriateness.

Relationship between country brand and internationalization: a literature review

“…Examining personal experience with a country in terms of psychic distance, country image (cognitive and affective), and purchasing assessment, Urbonavicius et al (2011) revealed that psychic distance (that involves not only geographical elements but also cultural, educational, technological, governmental and economic) is influenced by personal experience with the country and affects the country’s image in cognitive and affective terms. However, the effect of the psychic distance was negative in the country image, contrary to what is expected in the literature.…”

Advanced and emerging economies Generation Y’s perception towards country-of-origin

“…Perhaps the different responses of participants from advanced and emerging countries behaviour could be related to their personal experience in their own countries. As was mentioned by Urbonavicius et al (2011) personal experience with a particular country would influence a customers' perception about the country as well as its products. Thus, participants from advanced economies would be happy to buy the clothes made in their own countries abroad because they might assume that the clothes would have better quality.…”

Do image and familiarity have a significant effect on purchase intention?

“…Both variables determine the degree of impact or relation that an international consumer may have with a particular country. Being composed of experiential aspects, country familiarity will be different for each person, since they will have different perceptions of a specific country (Guina & Giraldi, 2012;Kaynak & Kucukemiroglu, 1992;Urbonavicius, Dikcius & Navickaite, 2011). The originality of this paper is based on the research of the relationship between country familiarity and purchase intention since there is a relative lack of research on the topic.…”