管理学报
  May. 24, 2025
Home |  About Journal  |  Editorial Board  |  Instruction  |  Subscriptions  |  Advertisement  |  Contacts Us  |  Chinese
J4  2017, Vol. 14 Issue (4): 580-    DOI:
Current Issue| Next Issue| Archive| Adv Search |
Country Brand Effect under High-Involvement Purchase Decision
YANG Yiweng,SUN Guohui,TU Jianbo
1. North China University of Technology, Beijing, China; 2. Central University of Finance and Economics, Beijing, China; 3. Xinjiang University of Finance and Economics, Urumqi, China

Download: PDF (0 KB)   HTML (1 KB) 
Export: BibTeX | EndNote (RIS)      
Abstract  

Based on the ABC Model of Attitudes, we combine country brand’s three levels (country image, made in image and category image) and two components (cognition and affect) to develop country brand effect model under high-involvement purchase decision. At the same time, we investigate the moderating effects of holistic thinking and consumer animosity. We conducted two studies, collected online and offline data by means of questionnaires, conducted data analysis with structural equation modeling, and finally got research results. Our results reveal that made-in image and cognitive category image indirectly impact purchase intentions through affective category image; holistic thinking moderates the relationship between made-in image and affective category image.

Key wordscountry brand effect      high-involvement purchase decision      holistic thinking      consumer animosity     
Received: 10 September 2016     
Service
E-mail this article
Add to my bookshelf
Add to citation manager
E-mail Alert
RSS
Articles by authors
Cite this article:   
URL:  
http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2017/V14/I4/580
Copyright  ©  CHINESE JOURNAL OF MANAGEMENT
Support by Beijing Magtech Co.ltd   support@magtech.com.cn