Marketing high‐tech products in emerging markets: the differential impacts of country image and country‐of‐origin's image
| Pages | 356-367 |
| Published date | 23 August 2011 |
| Date | 23 August 2011 |
| DOI | https://doi.org/10.1108/10610421111157883 |
| Author | Nizar Souiden,Frank Pons,Marie‐Eve Mayrand |
| Subject Matter | Marketing |
Marketing high-tech products in emerging
markets: the differential impacts of country
image and country-of-origin’s image
Nizar Souiden
Laval University, Sillery, Canada
Frank Pons
Laval University, Sillery, Canada and Euromed Management, Marseilles, France
Marie-Eve Mayrand
Laval University, Sillery, Canada
Abstract
Purpose – The pupose of this paper is to investigate consumers’ behavior in emerging countries. In particular, it simultaneously assesses the effects of
country image and country-of-origin’s image on consumers’ uncertainty, aspiration and purchasing intention of high-tech products.
Design/methodology/approach – Based on a sample of 479 Chinese consumers, structural equation modeling was used to test the hypothesized
relationships.
Findings – Results show that compared to country-of-origin, country’s image is a more effective tool in reducing consumers’ uncertainty and
increasing their aspiration to purchase high technology products. Contrary to country’s image, however,country-of-origin’s image plays a considerable
role in influencing the product image.
Research limitations/implications – The major role of a country-of-origin is to influence product image while that of country’s image is to increase
consumers’ aspiration to acquire its product and diminish their uncertainty and hesitation about buying the product. In other words, the image of a
product is much more prone to the effect of country-of-origin’s image than country’s image.
Practical implications – Marketers should understand that consumers in emerging countries are ambivalent when they consider the purchase of
complex products. On the one hand, highlighting the country image can contribute in alleviating consumers’ uncertainty and increasing their aspiration
to purchase sophisticated and complex products. On the other hand, promoting the country-of-origin’s image can prove an effective means to improve
product image in emerging markets.
Originality/value – Most of the previous studies have focused on one of the two concepts (i.e. country’s image or country-of-origin), interchangeably
used both of them, and relatively ignored their simultaneous impact on consumer behavior.The present study has tried to address this shortfall through
simultaneously studying their influences on product image and consumer purchase intention; and highlighting their differential impacts.
Keywords Country image, Country-of-origin’s image, Product image, Emerging markets, Consumers’ uncertainty and aspiration, Consumers,
High-tech products, Purchase intention
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
1. Introduction
The country-of-origin’s image (COO) is often considered a
factor likely to influence consumers, through reducing the
complexity of their purchasing decisions (Papadopoulos and
Heslop, 2002). Likewise, the country’s general image (CI),
though often interchangeably used with country-of-origin
(e.g. Heslop et al., 2008; Koubaa, 2008; Roth and Romeo,
1992; Wang and Yang, 2008), was also found to influence
consumers’ purchase decisions (Martin and Eroglu, 1993).
Studies on the country’s effects have helped multinationals in
developing and tailoring their global marketing strategies. As
Kim and Chung (1997) suggested, research on the impact of
the country-of-origin provides some guidelines for
multinationals on how to compete effectively in a global
market. However, most of previous studies have focused on
recognized advanced countries, such as Japan, the US or
Western Europe; that produce high quality products and have
well established brands (Kaynak and Kara, 2001). Countries
that have been unable to distinguish themselves in the
production or marketing of their national products have been
relatively ignored. For this reason, the present study intends
to concurrently examine the role of country image and
country-of-origin’s image in influencing consumers’ purchase
intention of products coming from a country with little
differentiation and reputation in a particular industry. A
particular focus will be attributed to the attitude of Chinese
consumers towards Canadian high-tech products. The choice
of Canada and China are explained by the following rationale.
Unlike Japan, the USA, and Western Europe, and despite its
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
20/5 (2011) 356–367
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610421111157883]
356
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