Abstract
Purpose:
This study investigates whether the magnitude of the effect of country image (CoI) on quality evaluation of foreign products varies across consumers from developed vs. from developing countries
Design/methodology/approach:
French, Argentinean and Chilean consumers responded to an online survey. We employed a within-subjects design in order to examine associate differences in CoI with differences in quality assessment.
Findings:
In agreement with previous studies, we found a positive effect of CoI on quality evaluations of foreign products. However, we found a non-significant moderating effect of consumer nationality, which contrasts with Hsieh (2004), who found that CoI effects were stronger for consumers from developing markets.
Originality/value:
While several studies have investigated factors that would affect consumers’ preference for domestic vs. foreign products, we took the relatively under-researched topic of whether there would be differences across consumers from developed vs. developing markets in the impact of country image on the evaluation of foreign products.
Keywords:
Country-of-origin effect; country image effect; foreign product evaluation; nationality of the consumer; international marketing
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