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  -