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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 790-790.

Authors

Pang Jun, Department of Marketing School of Business, Renmin University of China
Sheng Bi, Department of Marketing School of Business, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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