Should the country image strategy be differentiated by industry types?

Should the country image strategy be differentiated by industry types?

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Article ID: iaor20106468
Volume: 27
Issue: 2
Start Page Number: 181
End Page Number: 190
Publication Date: Apr 2010
Journal: Korean Management Science Review
Authors:
Keywords: behaviour
Abstract:

Previous studies have shown that country image affects consumers' valuation of products. Based on a literature review this paper identifies five dimensions (economic, political, relational, people and cultural image) and purifies them with Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). The data was gathered by using a structured questionnaire from 252 Korean consumers. Among the five dimensions of country image, this paper derives the three factors of country image for four countries (The United States, Japan, Australia, and China) - economic, relational, and cultural image. Then it examines the impacts of the three dimensions of country image on consumers' purchase intention of two industry types : industrial products vs. agricultural products. The result shows there is no difference between both of the two types in the impacts of country image on purchase intention. This implies that for managing the country image it not necessary to develop a communication strategy which is differentiated by industry types.

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