Mediating Role of Micro Country Image on Purchase Intention by Product Category and by Country

Date
2016-11-10
Authors
Jin, Byoungho
Almousa, Moudi
Yang, Heesoon
Kim, Naeun
Del Altcazar, Maria
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Abstract

The purpose of this study is to examine the mediating role of micro country image on the relationship between macro country image and Saudi consumers’ purchase intention of two product categories (symbolic vs. functional). Saudi consumers were chosen in this study given the country’s significant growth potential in the Middle East. Four countries (US, Italy, Korea and Malaysia) were chosen to examine the country effect.

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