Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement

Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement

This article explains mixed findings about the differences in country-of-origin effectsfor different product categories and cultures by hypothesizing interactions among three productcharacteristics and six personal cultural orientations. Using a Web-based study with 1,568 consumers in four countries...

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Bibliographic Details
Main Author: Sharma, Piyush
Format: Journal Article
Published: Routledge 2011
Subjects:
long-term orientation
individualism/collectivism
uncertainty avoidance
masculinity/femininity
Country-of-origin
culture
power distance
Online Access:http://hdl.handle.net/20.500.11937/4694

Internet

http://hdl.handle.net/20.500.11937/4694

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