Extends the diffusion of innovations paradigm to today’s pluralistic marketplace by introducing the concept of multiple diffusion, whereby an innovation diffuses in multiple sub‐social systems, each with a distinct pattern of adoption, that together comprise the aggregate diffusion pattern...

Marketing researchers and managers are interested in understanding how consumers utilize country‐of‐origin (COO) information in evaluating foreign products. Argues that factors operating at the individual consumer’s psychological level may offer additional insight into how consumers...

This article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two sub‐constructs of country image: overall image and product specific image and three different types of familiarity: product...

Presents the results of a survey conducted among 194 retail salesmen of electronic equipment and 190 male consumers. According to salesmen, country of origin is a much less important attribute for shoppers of video‐cassette recorders and themselves than brand reputation. For the purpose of...

Reports the findings of a study conducted among 135 Bulgarian consumers, examining their perceptions of products from five Asian Pacific countries. The most common source of information for evaluating these products was experiential knowledge, coupled with opinions from friends. Among the...

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in...

There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing,...

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite communication, travel, television outreach and Internet access as well as increased education, consumers all over the...

Before the CETSCALE can be used as a measure of consumer ethnocentrism on an international basis, it is necessary to assess its validity and reliability in as many countries and different conditions as possible. In this sense, the main purpose of this paper is to validate the CETSCALE as a...

Purpose – This paper aims to explore two fundamental aspects of branding in emerging markets. First, are there significant differences in product evaluation behaviour between regions within a large emerging market such as China? Second, how important is branding relative to other product cues...