TY - JOUR
T1 - The Asymmetric Dominance of Cognitive versus Affective Country Image in Driving Purchase: Conditioning Roles of Cognition-Affect Intra-valence Nature and Product Type
AU - Ma, Lin
AU - Song, Zening
AU - Bian, Xuemei
PY - 2022/4/5
Y1 - 2022/4/5
N2 - Despite the vast amount of research on country image, extant country-of-origin (COO) literature remains ambiguous about which of the country image dimensions, cognitive country image (CCI) or affective country image (ACI), is more important in driving purchase. Drawing on the primacy of affect theory, this research develops a nomological framework that clarifies this ambiguity and explains whether, when, and why ACI/CCI takes precedence in determining purchase decision. With a large-scale study on Chinese consumers responding to two types of products from four countries, the findings unveil the asymmetric dominance of CCI and ACI in influencing purchase intention via consumer cognitive product judgment and affective product evaluation, which is conditioned by the dyadic effects of country cognition-affect intra-valence nature and product type. This research contributes through illuminating the differential roles of CCI and ACI in influencing consumer reactions to foreign products, the boundary conditions and underlying mechanism of the differences.
AB - Despite the vast amount of research on country image, extant country-of-origin (COO) literature remains ambiguous about which of the country image dimensions, cognitive country image (CCI) or affective country image (ACI), is more important in driving purchase. Drawing on the primacy of affect theory, this research develops a nomological framework that clarifies this ambiguity and explains whether, when, and why ACI/CCI takes precedence in determining purchase decision. With a large-scale study on Chinese consumers responding to two types of products from four countries, the findings unveil the asymmetric dominance of CCI and ACI in influencing purchase intention via consumer cognitive product judgment and affective product evaluation, which is conditioned by the dyadic effects of country cognition-affect intra-valence nature and product type. This research contributes through illuminating the differential roles of CCI and ACI in influencing consumer reactions to foreign products, the boundary conditions and underlying mechanism of the differences.
KW - Cognitive country image
KW - Affective country image
KW - Cognitive product judgment
KW - Affective product evaluation
KW - Cognition-affect intra-valence nature
KW - Product type
UR - http://www.scopus.com/inward/record.url?scp=85127477660&partnerID=8YFLogxK
U2 - 10.1016/j.ibusrev.2022.102007
DO - 10.1016/j.ibusrev.2022.102007
M3 - Article
SP - 1
EP - 12
JO - International Business Review
JF - International Business Review
SN - 0969-5931
M1 - 102007
ER -