Purpose: This paper aims to test the general validity of a hierarchical model of country image conceptualizations across countries that differ in socio-economic development and distance to the exporting country. Design/methodology/approach: Representative consumer samples in Germany, France,...

Consumers are increasingly sharing their opinions on societal issues and products online. We studied the implications of such online word‐of‐mouth for consumer judgement and decision‐making. The case used is organic food, which is the most successful among the currently emerging,...