How Does the Antecedents of Product Country Image Affect Willingness to Buy Foreign Products?
The aim of this study is to test the effect of four antecedents of Product Country Image: i) Materialism, ii) Consumer Ethnocentrism, iv) Value Consciousness and Cosmopolitanism, on Home Product Country Image and Foreign Product Country Image. This relationship has not been tested before in Pakis...
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| Format: | Article |
| Language: | English |
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Johar Education Society
2017-08-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
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| Online Access: | http://www.jespk.net/publications/380.pdf |
| Summary: | The aim of this study is to test the effect of four antecedents of Product Country Image: i)
Materialism, ii) Consumer Ethnocentrism, iv) Value Consciousness and
Cosmopolitanism, on Home Product Country Image and Foreign Product Country Image.
This relationship has not been tested before in Pakistan. Secondly, the aim was to
investigate this impact of Product Country Image on Willingness to Buy. For this purpose
the sample size of 616 respondents were selected. All data was collected as primary data
through questionnaires sent to college/university students across Lahore, Pakistan. Later,
confirmatory factor analysis was done to check the reliability and validity of each
constructs employed in this study. After conducting Structural Equation Modeling, we
found a significant impact of Materialism; Cosmopolitanism, Value Consciousness and
Ethnocentrism on Foreign Product Country Image. Also, Value consciousness and
Cosmopolitanism had a significant impact on Home Product Country Image. This
provides significance to existing literature and marketing strategies of foreign brands that
are operating in Pakistan. Managers can well analyze their target market by the findings
of this study. Similarly, foreign product country image was found to have a positive
relationship, whereas, Home product country image had a negative impact on
Willingness to buy. This implies that Pakistani consumers have a stronger positive effect
of foreign brands in their minds as compared to their local brands. They tend to buy those
brands which are perceived to be “foreign” brands. |
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| ISSN: | 1997-8553 2309-8619 |