Leonidou et al. 2006 EJM.pdf

Authors Study objectives Research methodology Major findingsResults of the study indicate that consumers’perceptions of new products from a given country arerelated to the image they hold for well-knownproducts for that country. Further, the extent oftransferability of beliefs is moderated by the degree ofperceived similarity between the well-known and thenew product categories. It was also found thattransference of beliefs to the new products wasgreater when the perceived similarity between theData for this study were collected using a sampleidentified through systematic sampling, using thetelephone book of the metropolitan area closest to theuniversity where the pretests were conducted as thesampling frame. This method was selected to ensurea high degree of correspondence between thegeographical sub-culture of the pretest and mainstudy samples, as well as to obtain a sample thatincluded a wide variety of demographic profiles. Ofthe 800 questionnaires mailed, 198 were returnedTo investigate the transferability of country imagesfrom well-known products to new productcategories. Also, to examine whether, which, and towhat extent the various dimensions of country imagefor a well-known product category transfer toinfluence perceptions of new productsAgarwal and Sikri(1996)well-known product and the new product was higherThe results show that Canadian consumers are morefavorable toward products made in Mexico thanAmerican consumers. American consumers, on theother hand, are more nationalistic than theCanadians. While country-of-origin cues have a muchgreater impact of consumer reactions than other cues,including brand name, this impact is significantlyattenuated when other pieces of information arepresentThe study was based on a survey of 219 US and 175Canadian consumers. Their judgments of the qualityand purchase value of automobiles, VCRs and shoeswere obtained in a multi-cue, ad-based settingAhmed et al. (1997) To manipulate country-of-origin information alongtwo dimensions, namely country of design andcountry of assemblyThe results of the experiment indicated that thetest-retest stability of attribute-based andentity-based multi-entity image ratings of the targetcountry, Germany, as a producer of smallautomobiles, were lower than the test-retest stabilityof single entity scaling image ratings of the targetcountry when the rating context (another countrybeing rated) changed between the test and retest. Thestudy also found that at least a portion of theinstability of multi-entity scaling found in previousstudies may be due to an inherent instabilityassociated with multi-entity scaling that is dependentof changes of context entitiesAn experiment involving survey respondents’ratings of small automobiles produced in variouscountries was used. Automobiles produced inGermany were selected as the target entity. Thedependent variable in the experiment consisted ofthe stability of the German automobile ratings undervarious survey conditions created by manipulatingthe experimental variables according to a 5 £ 2full-factorial experimental design. Complete sets ofresponses were received from 537 respondentsTo examine, via a controlled experiment, the issue ofmeasurement context effects in multi-entity scalingof country imagesAgarwal et al.(1997)The findings revealed that upper-income Mexicansprefer foreign products, but this was mediated by age,education, and household size. No significantdifferences in malinchismo were found for gender,marital status, employment status, and for two of thelifestyle questionsPersonal interviews among Mexican consumers (200in Mexico City, 100 in Monterey, and 100 inGuadalajara) representing upper-middle classsocio-economic groups were conducted and, as partof the larger study, the brief ten-item CETSCALEwas added to evaluate the general attitude towardimported goodsTo determine the degree to which upper-classMexicans have a positive attitude towardforeign-made products, using the CETSCALE toascertain socio-demographic characteristicsassociated with malinchismo and to evaluate ifmalinchismo influences Mexican consumersBailey and Pineres(1997)(continued)US versusChinese goods789Table I.