Country-of-origin contingencies: Competing perspectives on product familiarity and product involvement

Abstract

Purpose - This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of competing hypotheses, the alternative possibilities by which product familiarity and product involvement may influence the importance that consumers place on COO image when they evaluate products. Design/methodology/approach - Data were gathered from 388 consumers in Australia across four different product classes. Data analysis was conducted using hierarchical regression analysis with interactions and p..