Purpose – The purpose of this paper is to present a rejoinder. The rejoinder is written in response to the commentaries provided by Saeed Samiee and Jean‐Claude Usunier on the authors’ original research piece: “‘What? I thought Samsung was Japanese’: accurate or not, perceived...

Purpose – Against the background of mounting criticism of the country‐of‐origin (COO) construct, the purpose of this paper is to empirically contrast two competing perspectives of the potential influence of country‐of origin image (COI) on purchase intentions. Design/methodology/approach...

Purpose – The purpose of this paper is to utilize the BIAS map from the social psychology literature to operationalize and simultaneously examine the effects of the affective and cognitive components of country image. Design/methodology/approach – The researchers collected survey data using...

Purpose – The purpose of this paper is to test the applicability of product typicality in explaining the product‐specificity of country of origin (COO) effects. Design/methodology/approach – To help select stimuli used in the study, two dimensions of product typicality regarding COO images...

Purpose – The purpose of this paper is to clarify how demographic consumer characteristics influence and interact with consumer ethnocentrism on willingness to buy. The authors analyze the direct effects of selected characteristics on the tendency for consumer ethnocentrism. Further, the...

Purpose – The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative...

Purpose – Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management,...

Purpose – The purpose of this paper is to link national cultural values to personal pro‐environmental value orientations, in order to investigate why the salience of pro‐environmental value orientations differs cross‐culturally. A value‐based model is proposed and tested in a...

Purpose – The paper aims to further extend our understanding by assessing the extent to which two prominent cultural values in East Asia i.e. face saving and group orientation drive consumers’ perceptions of luxury goods across four East Asian markets. Design/methodology/approach – A...