Incorporating the effects of country of ownership: a study of Australian brands
The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity princ...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/20201 |
| _version_ | 1848750241082245120 |
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| author | Cheah, Isaac Phau, Ian |
| author_facet | Cheah, Isaac Phau, Ian |
| author_sort | Cheah, Isaac |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity principles form the theoretical bases. Both consumer economic nationalistic and consumer ethnocentric tendencies are separate constructs however are correlated. Symbolic and functional brand concepts are anticipated to reflect consumer schematic tendencies. Consumer knowledge is proposed to moderate the relationship between these cues and consumer?s willingness to buy Australian brands. The hypotheses will be tested with structural equation modelling. The main contributions of the proposed research are also delineated. |
| first_indexed | 2025-11-14T07:33:42Z |
| format | Working Paper |
| id | curtin-20.500.11937-20201 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:33:42Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-202012017-01-30T12:17:56Z Incorporating the effects of country of ownership: a study of Australian brands Cheah, Isaac Phau, Ian Country of origin Categorization theory Australia Confirmation bias The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity principles form the theoretical bases. Both consumer economic nationalistic and consumer ethnocentric tendencies are separate constructs however are correlated. Symbolic and functional brand concepts are anticipated to reflect consumer schematic tendencies. Consumer knowledge is proposed to moderate the relationship between these cues and consumer?s willingness to buy Australian brands. The hypotheses will be tested with structural equation modelling. The main contributions of the proposed research are also delineated. 2008 Working Paper http://hdl.handle.net/20.500.11937/20201 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Country of origin Categorization theory Australia Confirmation bias Cheah, Isaac Phau, Ian Incorporating the effects of country of ownership: a study of Australian brands |
| title | Incorporating the effects of country of ownership: a study of Australian brands |
| title_full | Incorporating the effects of country of ownership: a study of Australian brands |
| title_fullStr | Incorporating the effects of country of ownership: a study of Australian brands |
| title_full_unstemmed | Incorporating the effects of country of ownership: a study of Australian brands |
| title_short | Incorporating the effects of country of ownership: a study of Australian brands |
| title_sort | incorporating the effects of country of ownership: a study of australian brands |
| topic | Country of origin Categorization theory Australia Confirmation bias |
| url | http://hdl.handle.net/20.500.11937/20201 |