Country Image: Halo or Summary Construct?
1989; SAGE Publishing; Volume: 26; Issue: 2 Linguagem: Inglês
10.1177/002224378902600208
ISSN1547-7193
Autores Tópico(s)Digital Marketing and Social Media
ResumoThe author examines the role of country image in consumer evaluations of television sets and automobiles. Specifically, two alternative causal models are developed and tested: (1) the halo model hypothesizing that country image serves as a halo in product evaluation and (2) the summary construct model hypothesizing that country image functions as a summary construct. The test results indicate that when consumers are not familiar with a country's products, country image may serve as a halo from which consumers infer a brand's product attributes and which affects their attitude toward the brand indirectly through product attribute rating. In contrast, as consumers become familiar with a country's products, country image may become a construct that summarizes consumers’ beliefs about product attributes and directly affects their attitude toward the brand.
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