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Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image

Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image
Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image

Based on the excitation-transfer model, this study considers how pondering on reasons for buying a particular country's products influences country image (CI). We use an experimental approach to test our hypotheses and check for differences between unreflective/ad lib CI and reflective/reasoned CI measurements. The findings indicate differences between reflective and unreflective CI perceptions. These differences are more prominent for CI measurements relating to less well-known countries. Only a minority of consumers seem to knowingly buy a country's products because of its reputation. Our research extends existing approaches to CI based only on country knowledge activation by incorporating the concept of motivational relevance and the applicability of activated knowledge. We also propose a segmentation scheme based on the motivational relevance of CI.

Attitudinal measures, Buying reasoning, Country image, Familiarity
0969-5931
Balabanis, George
cc1840dc-fa24-44a2-a33a-6766249fa238
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Balabanis, George
cc1840dc-fa24-44a2-a33a-6766249fa238
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c

Balabanis, George and Lopez, Carmen (2022) Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image. International Business Review, [102024]. (doi:10.1016/j.ibusrev.2022.102024).

Record type: Article

Abstract

Based on the excitation-transfer model, this study considers how pondering on reasons for buying a particular country's products influences country image (CI). We use an experimental approach to test our hypotheses and check for differences between unreflective/ad lib CI and reflective/reasoned CI measurements. The findings indicate differences between reflective and unreflective CI perceptions. These differences are more prominent for CI measurements relating to less well-known countries. Only a minority of consumers seem to knowingly buy a country's products because of its reputation. Our research extends existing approaches to CI based only on country knowledge activation by incorporating the concept of motivational relevance and the applicability of activated knowledge. We also propose a segmentation scheme based on the motivational relevance of CI.

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Accepted/In Press date: 3 June 2022
e-pub ahead of print date: 18 June 2022
Additional Information: Publisher Copyright: © 2022 The Authors
Keywords: Attitudinal measures, Buying reasoning, Country image, Familiarity

Identifiers

Local EPrints ID: 468418
URI: http://eprints.soton.ac.uk/id/eprint/468418
ISSN: 0969-5931
PURE UUID: df4dc837-0be6-4ff8-b176-27e6c1685381
ORCID for Carmen Lopez: ORCID iD orcid.org/0000-0002-5510-1920

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Date deposited: 15 Aug 2022 16:34
Last modified: 16 Aug 2022 01:55

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Contributors

Author: George Balabanis
Author: Carmen Lopez ORCID iD

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