1. Country Image: Halo or Summary Construct?
- Author
-
Min Han, C.
- Subjects
CONSUMER behavior ,BRANDING (Marketing) ,BRAND image ,BRAND evaluation ,PRODUCT quality ,MATHEMATICAL models ,CONSUMER attitudes ,COMMERCIAL product evaluation ,FOREIGN automobiles ,INDUSTRIAL goods - Abstract
The 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. [ABSTRACT FROM AUTHOR]
- Published
- 1989
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