The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type

Ma, Lin, Song, Zening and Bian, Xuemei (2022) The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type. International Business Review. p. 102007. ISSN 0969-5931 (In Press)

[img] Text
IBR Manuscript-revision 2022-FEB.pdf - Accepted Version
Restricted to Repository staff only until 5 October 2023.
Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0.

Download (679kB) | Request a copy
Official URL: https://doi.org/10.1016/j.ibusrev.2022.102007

Abstract

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.

Item Type: Article
Uncontrolled Keywords: Cognitive country image, Affective country image, Cognitive product judgment, Affective product evaluation, Cognition-affect intra-valence nature, Product type
Subjects: N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Elena Carlaw
Date Deposited: 08 Apr 2022 14:20
Last Modified: 08 Apr 2022 14:30
URI: http://nrl.northumbria.ac.uk/id/eprint/48851

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics