Purpose: The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries. Design/methodology/approach: Two studies in two countries are conducted to examine the inconsistencies...

Purpose: Extant research has largely treated country image (CI) as an exogenous variable, focusing mostly on its consequences for consumers’ evaluations and purchases of products or brands originating from a country. Scant research has examined the instrumental role of a country’s brands...