Product-Country Images The Roles of Country-of-Origin and Country-of-Target in Consumers' Prototype Product Evaluations

• Published in: Journal of international consumer marketing Vol. 13; no. 3; pp. 47 - 62
• Main Authors: Lee, Chan Woo, Suh, Yonggu, Moon, Byeong-Joon
• Format: Journal Article
• Language: English
• Published: New York Taylor & Francis Group 01.03.2001; Taylor & Francis Ltd
• Subjects: Consumer attitudes; Consumer behavior; country-of-target; global strategies; Manycountries; Product image; Product-country images; prototype product evaluations; Rule of origin; Studies
• ISSN: 0896-1530; 1528-7068
• DOI: 10.1300/J046v13n03_04

This study investigates the differences and similarities in country images and product images (country of origin images, that is, images of products made in a specific country) held by consumers living in different countries. To research this topic, we raised three main questions as follows: (1) Are there significant differences in consumers' images of a specific country between consumer groups living in different countries? (2) Are there significant differences in consumers' images of a specific product made in a country? (3) Are there significant differences in consumers' product evaluations and purchase willingness regarding products made in a specific country between consumer groups living in different countries? The construct of country of target (COT) was introduced and conceptualized as a complement to that of country of origin (COO) and the interaction between these two constructs was explored. A prototype car product, with fictitious country of origin, was developed to investigate consumers' country images, product images, and the impacts of country image and product image toward consumers' product evaluations and purchase willingness.