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

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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

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