AIB 2012 Conference Proceedings - Academy of International ...

TUESDAY
Decomposing COO for International Services: Perceptions of People, Places and Skill
Matt Stanton, South Australian Institute of Business & Technology
Roberta Veale, University of Adelaide
Pascale Quester, University of Adelaide
Country of origin (COO) is a complex multidimensional construct, decomposed in many studies pertaining to
tangible products but not thus far for services. This exploratory research tests quality perceptions of
international education services, and, in additional to the already established country of brand, reveals
important new COO dimensions of services, namely: country of service delivery, home country of person
providing the service and where they were trained. Using a best-worst discrete choice experimental design, the
study demonstrates that each dimension contributes to expectations of service quality, with county training
image the most important dimension, at least in the international education context. (For more information,
please contact: Matt Stanton, South Australian Institute of Business & Technology, Australia:
matt.stanton@unisa.edu.au)
Antecedents of Home and Foreign Product Country Images in Developed and Developing Countries: A
Comparative Study
Zhongqi Jin, Middlesex University
Richard Lynch, Middlesex University
Samaa Attia, British University in Egypt
Bal Chansarkar, Middlesex University
Tanses Gulsoy, Beykent University
Paul Lapoule, Novancia Business School
Xueyuan Liu, Wuhan University
William Newburry, Florida International University
Mohamad Sheriff Nooraini, Universiti Teknolgi Mara
Ronaldo Parente, Florida International University
Keyoor Purani, Indian Institute of Management Kozhikode
Marius Ungerer, Stellenbosch University
Research into the comparison of consumer buying behavior between developing and developed countries has
been growing rapidly in recent years. However, few research papers have explored the differences in the factors
influencing product country image between developed and developing countries. This study proposes a new
conceptual framework incorporating three life style variables, cosmopolitanism, ethnocentrism and materialism,
and two types of product country image: home country and the most familiar foreign country. Twelve
hypotheses are formulated regarding the relationship between these constructs particularly with regard to the
possible differences between developing and developed countries. They are then tested with a sample of over
2,715 respondents from eleven countries: three developed countries and eight developing countries. Our
findings reveal a rather complicated picture of the differences in product country image between developed
countries and developing countries. They find that some life style variables and images are more important than
others in explaining such differences. The results therefore have significant managerial implications for
international marketing management. (For more information, please contact: Zhongqi Jin, Middlesex University,
United Kingdom: z.jin@mdx.ac.uk)
Country of Export Destination Effects
Shenyu Li, Shanghai University of Finance and Economics
Rong Huang, Shanghai University of Finance and Economics
Tuan A. Luong, Shanghai University of Finance and Economics
This paper introduces a new international marketing concept: the country of export destination effect (COED) at
a consumer level. The results of this study show that the COED influences domestic consumers' quality
AIB 2012 Conference Proceedings
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