The Impact of Cognitive and Affective Country Image on Consumers’ Rational and Experiential Purchases

Drawing on a sample of over 1,200 consumers throughout Mainland China, this research examines how cognitive and affective country image influence consumer judgment of and purchase intention toward rational and experiential products. The findings demonstrate that the impact of country image on consumer purchase intention is mediated by general and category product image. Particularly, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases. However, affective country image has a direct impact on category product image in experiential purchases but not in rational purchases.

Citation:

Ying Jiang, Cheng Lu Wang, Dongjin Li, and Bradley R. Barnes (2011) ,"The Impact of Cognitive and Affective Country Image on Consumers’ Rational and Experiential Purchases ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 267-268.