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

Article

Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., Liu, X., Newburry, W., Nooraini, M., Parente, R., Purani, K. and Ungerer, M. 2015. The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: the moderating role of country development status. International Business Review. 24 (3), pp. 380-393. https://doi.org/10.1016/j.ibusrev.2014.08.010
TypeArticle
TitleThe relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: the moderating role of country development status
AuthorsJin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., Liu, X., Newburry, W., Nooraini, M., Parente, R., Purani, K. and Ungerer, M.
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.

Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
LanguageEnglish
PublisherElsevier
JournalInternational Business Review
ISSN0969-5931
Electronic1873-6149
Publication dates
Online23 Sep 2014
PrintJun 2015
Publication process dates
Deposited03 Oct 2014
Submitted17 Dec 2013
Accepted20 Aug 2014
Output statusPublished
Publisher's version
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File Access Level
Open
Copyright Statement

Copyright © 2014 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/3.0/).

Digital Object Identifier (DOI)https://doi.org/10.1016/j.ibusrev.2014.08.010
Scopus EID2-s2.0-84926421595
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