Purpose

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.

Design/methodology/approach

A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.

Findings

Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.

Originality/value

This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

中文翻译：

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原产国形象和消费者品牌评估：荟萃分析综述

目的

本研究旨在利用线索利用和辐射理论来：确定原产国形象及其子维度对消费者品牌评估产生总体和相对影响的程度；并确定导致研究间焦点关系差异的背景和方法因素。

设计/方法论/途径

使用综合荟萃分析软件，使用随机效应模型检查了 166 篇实证文章，涵盖 499,563 个观察结果和 1984 年至 2020 年的 282 个效应大小。

发现

结果表明，原产国形象对消费者品牌评价具有正向、适度的影响。此外，研究结果表明，原产国形象的各个维度——一般国家形象、一般产品国家形象、特定产品国家形象和分区国家形象——都显着影响消费者的品牌评价，但一般产品国家形象的影响最大。 。更重要的是，原产国形象对消费者品牌评价（品牌承诺、品牌特定联想和总体品牌印象）的总体影响表明，对品牌承诺的影响最大。最后，研究结果表明，背景因素（品牌来源、产品部门、文化[个人主义与集体主义]、品牌起源大陆和受访者所在大陆）和方法因素（线索、抽样单位、出版年份和样本量）在很大程度上影响了研究间的差异方差。

原创性/价值

这项研究首次对原产国形象与消费者品牌评估之间的关系进行了荟萃分析，以帮助澄清混杂的研究结果并平衡文献，这些文献只对产品评估和购买决策进行了定量评论。