The mediating effects of micro country image by product category and country

Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).

Introduction

Country image consists of one's total beliefs toward that particular country (Martin & Eroglu, 1993) and is distinct from country of origin (COO), which refers to the country in which a product is manufactured. Country image is multi-dimensional and includes macro and micro country image (Agarwal & Sikri, 1996; Pappu & Quester, 2010; Pappu, Quester, & Cooksey, 2007). Macro country image is related to consumers' total beliefs about a country as measured by that country's economic, political and technological characteristics (Martin & Eroglu, 1993), while micro country image includes beliefs about the products of a country (Pappu et al.,...

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