Testing the Role of Country Image in Consumer ChoiceBehaviour
European Journal of MarketingPublished 1 June 1990
C. Min Han
Citations268
SJR quartileQ1
SJR score1.71
SNIP1.39
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Abstract
The role of country image in consumer choice behaviour is examined. Based on a previous view of country image as a “halo”, four hypotheses are developed and tested as to (1) the role of country image in consumers′ attitudes towards a brand, (2) its role in purchase intentions, (3) its role in product attribute ratings, and (4) the role of country image for a product category in other categories from the same country. The test results are mixed, supporting only the second and third hypotheses. Finally, theoretical and marketing implications of the findings are addressed.
Keywords
Social SciencesBusiness, Management and Accounting