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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.

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Metadaten
Document Type:Article
Language:English
Author:Erik Maier, Robert Wilken
Chairs and Professorships:Chair of Marketing and Retail
URL:http://www.tandfonline.com/doi/full/10.1080/08911762.2017.1310965
DOI:https://doi.org/10.1080/08911762.2017.1310965
Parent Title (English):Journal of Global Marketing
ISSN:0891-1762
Volume:30
Issue:4
Year of Completion:2017
First Page:256
Last Page:274
Tag:Consumer ethnocentrism; Country-of-origin effect; Domestic country bias; Product category
Content Focus:Academic Audience
Peer Reviewed:Yes
Rankings:AJG Ranking / 1
VHB Ranking / C
SJR Ranking / Q3
Sustainable Development Goals:Responsible consumption and production
Licence (German):License LogoUrheberrechtlich geschützt