The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers : the moderating role of country development status

ENGLISH ABSTRACT: Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy.
AFRIKAANSE OPSOMMING: Geen opsomming beskikbaar

Description

CITATION: Jin, Z., et al. 2015. The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers : the moderating role of country development status. International Business Review, 24(3):380–393, doi:10.1016/j.ibusrev.2014.08.010.
The original publication is available at http://www.sciencedirect.com

Keywords

Cosmopolitanism, Country development status, Developed countries, Developing countries, Ethnocentrism, Globalization -- Strategy, Cosmopolitanism

Citation

Jin, Z., et al. 2015. The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers : the moderating role of country development status. International Business Review, 24(3):380–393, doi:10.1016/j.ibusrev.2014.08.010

URI

http://hdl.handle.net/10019.1/99307

Collections

Research Articles (University of Stellenbosch Business School)

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