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

Jin, Zhongqi and Lynch, Richard and Attia, Samaa and Chansarkar, Bal and Gülsoy, Tanses and Lapoule, Paul and Liu, Xueyuan and Newburry, William and Nooraini, Mohamad Sheriff and Parente, Ronaldo and Purani, Keyoor and Ungerer, Marius (2014) The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: the moderating role of country development status. International Business Review . ISSN 0969-5931 (Published online first)

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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.

Item Type: Article
Additional Information: Available online from 23 September 2014
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13809
Notes on copyright: This is an open access article under the CC BY license.
Useful Links:
Depositing User: Zhongqi Jin
Date Deposited: 03 Oct 2014 09:23
Last Modified: 05 Sep 2018 17:05
URI: http://eprints.mdx.ac.uk/id/eprint/13809

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