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dc.contributor.authorSharma, Piyush
dc.date.accessioned2017-01-30T10:40:58Z
dc.date.available2017-01-30T10:40:58Z
dc.date.created2015-04-23T03:53:25Z
dc.date.issued2011
dc.identifier.citationSharma, 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.urihttp://hdl.handle.net/20.500.11937/4694
dc.identifier.doi10.1080/08961530.2011.602952
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.publisherRoutledge
dc.subjectlong-term orientation
dc.subjectindividualism/collectivism
dc.subjectuncertainty avoidance
dc.subjectmasculinity/femininity
dc.subjectCountry-of-origin
dc.subjectculture
dc.subjectpower distance
dc.titleDemystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
dc.typeJournal Article
dcterms.source.volume23
dcterms.source.number5
dcterms.source.startPage344
dcterms.source.endPage364
dcterms.source.issn0896-1530
dcterms.source.titleJournal 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. http://www.tandfonline.com/ http://doi.org/10.1080/08961530.2011.602952

curtin.accessStatusOpen access


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