Productcountry images in the arts a multicountry study
Identifieur interne : 000647 ( France/Analysis ); précédent : 000646; suivant : 000648Productcountry 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 :
- International Marketing Review [ 0265-1335 ] ; 2008-07-18.
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.
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DOI: 10.1108/02651330810887459
Affiliations:
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last="Caldwell">Marylouise Caldwell</name></author><author><name sortKey="Courvoisier, Franois" sort="Courvoisier, Franois" uniqKey="Courvoisier F" first="Franois" last="Courvoisier">Franois Courvoisier</name></author></titleStmt><publicationStmt><idno type="wicri:source">ISTEX</idno><idno type="RBID">ISTEX:50E47DF95F5EFF36371C675178C303D5A364A93E</idno><date when="2008" year="2008">2008</date><idno type="doi">10.1108/02651330810887459</idno><idno type="url">https://api.istex.fr/document/50E47DF95F5EFF36371C675178C303D5A364A93E/fulltext/pdf</idno><idno type="wicri:Area/Istex/Corpus">000791</idno><idno type="wicri:Area/Istex/Curation">000791</idno><idno type="wicri:Area/Istex/Checkpoint">000469</idno><idno type="wicri:doubleKey">0265-1335:2008:Phau I:productcountry:images:in</idno><idno type="wicri:Area/Main/Merge">001469</idno><idno type="wicri:Area/Main/Curation">001449</idno><idno type="wicri:Area/Main/Exploration">001449</idno><idno 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Management</wicri:regionArea><wicri:noRegion>Texas USA and Euromed Marseille School of Management</wicri:noRegion><wicri:noRegion>Texas USA and Euromed Marseille School of Management</wicri:noRegion></affiliation></author><author><name sortKey="Colbert, Franois" sort="Colbert, Franois" uniqKey="Colbert F" first="Franois" last="Colbert">Franois Colbert</name><affiliation wicri:level="1"><country xml:lang="fr">Canada</country><wicri:regionArea>HEC Montral, Montral</wicri:regionArea><wicri:noRegion>Montral</wicri:noRegion></affiliation></author><author><name sortKey="Car, Antonella" sort="Car, Antonella" uniqKey="Car A" first="Antonella" last="Car">Antonella Car</name><affiliation wicri:level="1"><country xml:lang="fr">Italie</country><wicri:regionArea>Bocconi University</wicri:regionArea></affiliation></author><author><name sortKey="Caldwell, Marylouise" sort="Caldwell, Marylouise" uniqKey="Caldwell M" first="Marylouise" last="Caldwell">Marylouise Caldwell</name><affiliation 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type="ISSN">0265-1335</idno></series><idno type="istex">50E47DF95F5EFF36371C675178C303D5A364A93E</idno><idno type="DOI">10.1108/02651330810887459</idno><idno type="filenameID">0360250402</idno><idno type="original-pdf">0360250402.pdf</idno><idno type="href">02651330810887459.pdf</idno></biblStruct></sourceDesc><seriesStmt><idno type="ISSN">0265-1335</idno></seriesStmt></fileDesc><profileDesc><textClass></textClass><langUsage><language ident="en">en</language></langUsage></profileDesc></teiHeader><front><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></front></TEI><affiliations><list><country><li>Australie</li><li>Canada</li><li>France</li><li>Italie</li><li>Suisse</li></country></list><tree><noCountry><name sortKey="Phau, Ian" sort="Phau, Ian" uniqKey="Phau I" first="Ian" last="Phau">Ian Phau</name></noCountry><country name="Canada"><noRegion><name sortKey="D Astous, Alain" sort="D Astous, Alain" uniqKey="D Astous A" first="Alain" last="D'Astous">Alain D'Astous</name></noRegion><name sortKey="Colbert, Franois" sort="Colbert, Franois" uniqKey="Colbert F" first="Franois" last="Colbert">Franois Colbert</name></country><country name="France"><noRegion><name sortKey="Giraud Voss, Zannie" sort="Giraud Voss, Zannie" uniqKey="Giraud Voss Z" first="Zannie" last="Giraud Voss">Zannie Giraud Voss</name></noRegion></country><country name="Italie"><noRegion><name sortKey="Car, Antonella" sort="Car, Antonella" uniqKey="Car A" first="Antonella" last="Car">Antonella Car</name></noRegion></country><country name="Australie"><noRegion><name sortKey="Caldwell, Marylouise" sort="Caldwell, Marylouise" uniqKey="Caldwell M" first="Marylouise" last="Caldwell">Marylouise Caldwell</name></noRegion></country><country name="Suisse"><noRegion><name sortKey="Courvoisier, Franois" sort="Courvoisier, Franois" uniqKey="Courvoisier F" first="Franois" last="Courvoisier">Franois Courvoisier</name></noRegion></country></tree></affiliations></record>Pour manipuler ce document sous Unix (Dilib)
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