Country-of-origin effects on consumer cognitive structures and preference for foreign brands among elites

Rodrigo, Padmali; Khan, Hina; Naser, Valaei

doi:10.1108/jfmm-05-2022-0107

Cited by 5 publications

(3 citation statements)

References 106 publications

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“…The focus on consumer brand evaluations helps to ascertain whether the positive, negative or non-significant view prevails by enhancing the accuracy of estimates and offering a holistic view of the country-of-origin image by correctly examining the different dimensions of country of origin and different types of consumer brand evaluation (Hong et al, 2023). The findings that the positive view prevails vis-a-vis the country-of-origin image/consumer brand evaluation relationship advance the cue utilization and irradiation theories (Diamantopoulos et al, 2011;Florack et al, 2007) and confirm prior literature theorizing a positive nexus between country image and brand evaluation (Rodrigo et al, 2023;Kim and Yim, 2022;Magnusson et al, 2022).…”

Section: Theoretical Implicationssupporting

confidence: 78%

“…A plethora of research has been conducted on the effects of country-of-origin image on consumer perceptions, preferences and attitudinal responses since the mid-1960s, resulting in over 1,000 publications (Rodrigo et al, 2023;Nguyen and Alcantara, 2022;Samiee and Chabowski, 2021). Previous investigations postulated that the way in which consumers conceptualize (Samiee and Chabowski, 2021;Laroche et al, 2005) and operationalize (d' Astous and Boujbel, 2007) country image phenomena reveals whether consumers' decision-making is tied to their perception of the country of origin (Zeugner- Roth and Diamantopoulos, 2010).…”

Section: Introductionmentioning

confidence: 99%

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Country-of-origin image and consumer brand evaluation: a meta-analytic review

Oduro,

De Nisco,

Petruzzellis

2023

JPBM

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Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship. Design/methodology/approach A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software. Findings Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance. Originality/value This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

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Section: Theoretical Implicationssupporting

confidence: 78%

Section: Introductionmentioning

confidence: 99%

Country-of-origin image and consumer brand evaluation: a meta-analytic review

Oduro,

De Nisco,

Petruzzellis

2023

JPBM

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“…It is widely acknowledged that the consumption of fashion clothing is the main component of the consumer's experience, which aims at satisfying not only the individuals' desire to be good-looking, but also the needs related to love and belonging, self-esteem and high levels of self-fulfilment (Cope, 2020;Rodrigo, Khan & Valaei, 2023). In some situations, the clothing consumption mirrors the mental health and well-being of people when they face stress driven scenarios (Pavia & Mason, 2004).…”

Section: Covid-19 and Online Shopping Of Fashion Productsmentioning

confidence: 99%

Changes in the fashion industry and consumer choices in the Portuguese context: Strategic directions

Ferreira,

Borges,

Vieira

et al. 2024

Strategic Management

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Background: This study aims to identify the changes in the fashion industry, during the COVID-19 pandemic, specifically, within the context of online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we also consider sustainability as a fashion strategic factor and its impact in the decision-making process. Purpose: The main purpose is to understand if the type of products and the way they are purchased by the retail consumer have changed, and to assess if the level of importance granted to sustainability is significant, in particular, by evaluating the way COVID-19 pandemic has influenced the online purchase of fashion products, the use of sportswear, the pondering moments before the purchase, and the importance of sustainability. Furthermore, we evaluate if the level of importance granted to sustainability, in the decision-making process, is still the same. Study design/methodology/approach: Quantitative analysis was applied, through an observation data collection technique, using a survey by questionnaire. The sample is non-probabilistic, with the accidental and snowball sampling modalities. Findings/conclusions: the companies must define new strategies to answer their consumers' real needs, because we verify that consumer behaviour changed. It was verified that there was a growth in the amount of online shopping of fashion products, the use of sportswear increased, the level of pondering before buying expanded, and the increasing importance of sustainability became evident. Limitations/future research: A non-probabilistic sample was used, which prevents the possibility of extrapolating general conclusions.

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