Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/31795
Title: Demystifying cultural differences in country-of-origin effects : exploring the moderating roles of product type, consumption context, and involvement
Authors: Sharma, P
Keywords: Country-of-origin
Culture
Individualism/collectivism
Long-term orientation
Masculinity/femininity
Power distance
Uncertainty avoidance
Issue Date: 2011
Publisher: Routledge, Taylor & Francis Group
Source: Journal of international consumer marketing, 2011, v. 23, no. 5, p. 344-364 How to cite?
Journal: Journal of international consumer marketing 
Abstract: This article explains mixed findings about the differences in country-of-origin effects for different product categories and cultures by hypothesizing interactions among three product characteristics and six personal cultural orientations. Using aWeb-based study with 1,568 consumers in four countries (China, India, UK, and U.S.), it shows that product type (hedonic vs. utilitarian) moderates the influence of individualism/collectivism and long- versus short-term orientation; consumption context (private vs. public) moderates the influence of power distance and masculinity/femininity; and product involvement moderates the influence of uncertainty avoidance on product evaluations and behavioral intentions.
URI: http://hdl.handle.net/10397/31795
ISSN: 0896-1530
EISSN: 1528-7068
DOI: 10.1080/08961530.2011.602952
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