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

    225584_225584.pdf (303.4Kb)
    Access Status
    Open access
    Authors
    Sharma, Piyush
    Date
    2011
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Sharma, P. 2011. Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement. Journal of International Consumer Marketing. 23 (5): pp. 344-364.
    Source Title
    Journal of International Consumer Marketing
    DOI
    10.1080/08961530.2011.602952
    ISSN
    0896-1530
    Remarks

    The Version of Record of this manuscript has been published and is available in Journal of International Consumer Marketing, 2011. http://www.tandfonline.com/ http://doi.org/10.1080/08961530.2011.602952

    URI
    http://hdl.handle.net/20.500.11937/4694
    Collection
    • Curtin Research Publications
    Abstract

    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 (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.

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