Content area

Abstract

Purpose

Country image determines consumers' beliefs toward the country's products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country.

Design/methodology/approach

The purpose of study was carried out by using a quantitative approach. Survey responses were collected from 253 US consumers who are aged between 18 and 67 years. This study only examined South Korea and used the two selected product categories (i.e. cell phones and apparel) as samples for the study.

Findings

The results of a series of regression analyses confirmed that the positive images of South Korea and Korean cell phones served as halo, thereby enhancing the respondents' beliefs toward Korean apparel, which is a less-known product category that they have not yet experienced. Further, the respondents' positive beliefs toward both cell phones and apparel increased their purchase intentions of those two products.

Research limitations/implications

The findings of this study imply that the general country image and the country's well-known product images are critical in introducing the country's less-known product to foreign markets.

Originality/value

The originality of this study lies in its unique focus on relatively less-known product category of a recently developed country (i.e. Korean apparel), which received limited attention in the past research. This study is also one of the few attempts to examine the role of a country's well-known products on the country's less-known products, another level of halo effect in country image.

Details

10000008
Title
Utilizing country image and well-known products for less-known products
Author
Woo, Hongjoo 1 ; Jin, Byoungho 2 ; Ramkumar, Bharath 3 

 Department of Consumer and Design Sciences, Auburn University, Auburn, Alabama, USA 
 Department of Consumer, Apparel and Retail Studies, University of North Carolina, Greensboro, North Carolina, USA 
 Department of Human Ecology, State University of New York College, Oneonta, New York, USA 
Volume
29
Issue
5
Pages
933-946
Number of pages
14
Publication year
2017
Publication date
2017
Publisher
Emerald Group Publishing Limited
Place of publication
Patrington
Country of publication
United Kingdom
Publication subject
ISSN
13555855
e-ISSN
17584248
Source type
Scholarly Journal
Language of publication
English
Document type
Journal Article
ProQuest document ID
1968348620
Document URL
https://www.proquest.com/scholarly-journals/utilizing-country-image-well-known-products-less/docview/1968348620/se-2?accountid=40258
Copyright
© Emerald Publishing Limited 2017
Last updated
2024-12-19
Database
ABI/INFORM Collection