Country image effect on product assessment: moderating role of consumer nationality

Camila Costa, Jorge Carneiro, Rafael Goldszmidt


Purpose – This study investigates whether the magnitude of the effect
of country image (CoI) on quality evaluation of foreign products varies
across consumers from developed vs. from developing countries
Design/methodology/approach – French, Argentinean and Chilean
consumers responded to an online survey. We employed a withinsubjects
design in order to examine associate differences in CoI with
differences in quality assessment.
Findings – In agreement with previous studies, we found a positive
effect of CoI on quality evaluations of foreign products. However, we
found a non-significant moderating effect of consumer nationality,
which contrasts with Hsieh (2004), who found that CoI effects were
stronger for consumers from developing markets.
Originality/value – While several studies have investigated factors that
would affect consumers’ preference for domestic vs. foreign products,
we took the relatively under-researched topic of whether there would
be differences across consumers from developed vs. developing markets
in the impact of country image on the evaluation of foreign products.


Country-of-origin effect; country image effect; foreign product evaluation; nationality of the consumer; international marketing.


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