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Broad and narrow country-of-origin effects and the domestic country bias

  • 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._x000D_ Keywords: Consumer ethnocentrism, country-of-origin effect, domestic country bias, product category

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Document Type:Article
Author:Erik MaierORCiD
Chairs and Professorships:Chair of Marketing and Retail
Year of Completion:2017
In: Journal of Global Marketing, 30 (2017) 4, 256-274, DOI: 10.1080/08911762.2017.1310965