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Productcountry images in the arts a multicountry study

Identifieur interne : 000647 ( France/Analysis ); précédent : 000646; suivant : 000648

Productcountry images in the arts a multicountry study

Auteurs : Ian Phau ; Alain D'Astous [Canada] ; Zannie Giraud Voss [France] ; Franois Colbert [Canada] ; Antonella Car [Italie] ; Marylouise Caldwell [Australie] ; Franois Courvoisier [Suisse]

Source :

RBID : ISTEX:50E47DF95F5EFF36371C675178C303D5A364A93E

Abstract

Purpose The countryoforigin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products. Designmethodologyapproach A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products. Findings The results indicate that productcountry images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products. Research limitationsimplications While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of nonWestern and emerging markets as well as productcountry perceptions in these markets. Originalityvalue This study extends our understanding of countryoforigin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of productcountry reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on productcountry evaluations.


Url:
DOI: 10.1108/02651330810887459


Affiliations:


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ISTEX:50E47DF95F5EFF36371C675178C303D5A364A93E

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<div type="abstract">Purpose The countryoforigin literature has focused mainly on tangible products and has neglected largely intangible services and products such as the arts. The objective of this study is to examine the impact that country of origin may have on consumer perceptions of artistic and cultural products and to explore the variables that explain how consumers form their perceptions of countries as producers of cultural products. Designmethodologyapproach A survey was conducted among adult consumers in Australia, Canada, Italy, Switzerland, and the USA that assessed participants' perceptions of 16 countries with respect to their reputation for nine cultural products. Findings The results indicate that productcountry images in the arts are affected by country and product familiarity as well as consumers' openness to foreign cultures and home country bias. Countries more proximate to the participants' home country were also better evaluated, especially when the proximity factor played a significant role in the consumption of cultural products. Research limitationsimplications While almost all of the hypotheses were supported, additional research is needed to examine the cultural products of nonWestern and emerging markets as well as productcountry perceptions in these markets. Originalityvalue This study extends our understanding of countryoforigin effects in the context of aesthetic, intangible, and complex products that elicit both cognitive and affective responses. It demonstrates that familiarity with a country of origin has a stronger association with positive perceptions of productcountry reputation than does product familiarity, and that openness to foreign cultures, home country bias, and proximity have a positive effect on productcountry evaluations.</div>
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