Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
dc.contributor.author | Sharma, Piyush | |
dc.date.accessioned | 2017-01-30T10:40:58Z | |
dc.date.available | 2017-01-30T10:40:58Z | |
dc.date.created | 2015-04-23T03:53:25Z | |
dc.date.issued | 2011 | |
dc.identifier.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. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/4694 | |
dc.identifier.doi | 10.1080/08961530.2011.602952 | |
dc.description.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. | |
dc.publisher | Routledge | |
dc.subject | long-term orientation | |
dc.subject | individualism/collectivism | |
dc.subject | uncertainty avoidance | |
dc.subject | masculinity/femininity | |
dc.subject | Country-of-origin | |
dc.subject | culture | |
dc.subject | power distance | |
dc.title | Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement | |
dc.type | Journal Article | |
dcterms.source.volume | 23 | |
dcterms.source.number | 5 | |
dcterms.source.startPage | 344 | |
dcterms.source.endPage | 364 | |
dcterms.source.issn | 0896-1530 | |
dcterms.source.title | Journal of International Consumer Marketing | |
curtin.note |
The Version of Record of this manuscript has been published and is available in Journal of International Consumer Marketing, 2011. | |
curtin.accessStatus | Open access |