The Relationship between Consumer Ethnocentrism, Cosmopolitanism and Product Country Image Among Younger Generation Consumers: The Moderating Role of Country Development Status

14 Pages Posted: 1 Sep 2016

See all articles by Zhongqi Jin

Zhongqi Jin

Middlesex University - Business School

Richard Lynch

Loughborough University - The British University in Egypt

Samma Attia

Loughborough University - The British University in Egypt

Bal Chansarkar

Middlesex University - Business School

Tanses Gulsoy

Beykent University

Paul Lapoule

Novancia Business School

Xueyuan Liu

Wuhan University - School of Economics and Management

William Newburry

Florida International University (FIU) - Department of Management & International Business

Mohamad Nooraini

Universiti Teknologi MARA (UiTM) - Arshad Ayub Graduate Business School (AAGBS)

Ronaldo Parente

Florida International University, College of Business Administration

Keyoor Purani

Indian Institute of Management (IIM), Kozhikode

Marius Ungerer

Stellenbosch University - Business School (USB)

Date Written: July 1, 2016

Abstract

Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy.

Keywords: Cosmopolitanism, Country development status, Product country image, Ethnocentrism

Suggested Citation

Jin, Zhongqi and Lynch, Richard and Attia, Samma and Chansarkar, Bal and Gulsoy, Tanses and Lapoule, Paul and Liu, Xueyuan and Newburry, William and Nooraini, Mohamad and Parente, Ronaldo and Purani, Keyoor and Ungerer, Marius, The Relationship between Consumer Ethnocentrism, Cosmopolitanism and Product Country Image Among Younger Generation Consumers: The Moderating Role of Country Development Status (July 1, 2016). Available at SSRN: https://ssrn.com/abstract=2803256 or http://dx.doi.org/10.2139/ssrn.2803256

Zhongqi Jin (Contact Author)

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Richard Lynch

Loughborough University - The British University in Egypt ( email )

El Sherouk City
Cairo, 11837
Egypt

Samma Attia

Loughborough University - The British University in Egypt ( email )

El Sherouk City
Cairo, 11837
Egypt

Bal Chansarkar

Middlesex University - Business School ( email )

The Burroughs
London, NW4 4BT
United Kingdom

Tanses Gulsoy

Beykent University ( email )

Buyukcekmece
Istanbul, 34900
Turkey

Paul Lapoule

Novancia Business School ( email )

3 Rue Armand Moisant
Paris, 75015
France

Xueyuan Liu

Wuhan University - School of Economics and Management ( email )

Wu Han, Hu-Bai 430072
China

William Newburry

Florida International University (FIU) - Department of Management & International Business ( email )

University Park
Miami, FL 33199
United States

Mohamad Nooraini

Universiti Teknologi MARA (UiTM) - Arshad Ayub Graduate Business School (AAGBS) ( email )

40450 Shah Alam
Selangor Darul Ehsan
Malaysia

Ronaldo Parente

Florida International University, College of Business Administration ( email )

Miami, FL 33199
United States

Keyoor Purani

Indian Institute of Management (IIM), Kozhikode ( email )

Kerala
Kunnamangalam
Kozhikode, KS Kerala 673570
India

Marius Ungerer

Stellenbosch University - Business School (USB) ( email )

Carl Cronjé Drive
Bellville, Cape Town 7530
South Africa

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