Effects of subcultural differences on country and product evaluations

Abstract

His research interests are in the areas of services marketing, relationship banking, research methodology and cross-cultural research. He also serves as a marketing consultant in professional selling, service quality and bank marketing. AbstractMost cross-cultural studies on country of origin or product-country image (PCI) effects have implicitly assumed that national markets are composed of homogeneous consumers. Although many investigations in this field are described as cross-cultural, most are in fact cross-national. The overarching hypothesis of the present research is that PCI effects may vary across subcultures within a country. The results indicate that subcultural differences exist in the evaluation of culturally affiliated countries and their products. Cognitive responses converged to show that consumers' perceived linkages significantly influence the weight given to the country of origin in product evaluations. Several implications for managers and academic researchers are discussed.

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