TY - JOUR U1 - Wissenschaftlicher Artikel A1 - Maier, Erik A1 - Wilken, Robert T1 - Broad and narrow country-of-origin effects and the domestic country bias JF - Journal of Global Marketing N2 - Across three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective. KW - Consumer ethnocentrism KW - Country-of-origin effect KW - Domestic country bias KW - Product category Y1 - 2017 UR - http://www.tandfonline.com/doi/full/10.1080/08911762.2017.1310965 SN - 0891-1762 SS - 0891-1762 U6 - https://doi.org/10.1080/08911762.2017.1310965 DO - https://doi.org/10.1080/08911762.2017.1310965 VL - 30 IS - 4 SP - 256 EP - 274 ER -