Abstract
The role of country image in consumer choice behaviour is examined.
Based on a previous view of country image as a “halo”, four
hypotheses are developed and tested as to (1) the role of country image
in consumers′ attitudes towards a brand, (2) its role in purchase
intentions, (3) its role in product attribute ratings, and (4) the role
of country image for a product category in other categories from the
same country. The test results are mixed, supporting only the second and
third hypotheses. Finally, theoretical and marketing implications of the
findings are addressed.
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147 articles.
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