We Are Where We Live: the Country-Image Congruency Effect on Brand Attitude

Pang Jun, Department of Marketing School of Business, Renmin University of China
Sheng Bi, Department of Marketing School of Business, Renmin University of China
This research demonstrates a country-image congruency effect on brand attitude. We show that the congruency between brand image and country-of-origin image increases conceptual processing fluency, which leads to favorable brand attitude. In addition, this effect is more likely to occur for consumers with a holistic than an analytic thinking style.
[ to cite ]:
Pang Jun and Sheng Bi (2014) ,"We Are Where We Live: the Country-Image Congruency Effect on Brand Attitude", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 790-790.