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Asked by Keshab Last Modified
Answer 
PCI effects differ between developed country and developing country consumers.
Consumers with high COS from developing countries now have a higher HPCI.
The relationship between COS and HPCI is stronger for developed country consumers.
The relationship between CET and FPCI is stronger for developing country consumers.
Although the differences between developed and developing countries have been extensively studied in the context of globalization strategies, few studies have so far been conducted on the relationship between country development status and the possession by countries of a favorable (or unfavorable) product country image (PCI). Moreover, the results of such studies to date have been inconclusive. The purpose of this paper is to investigate the moderating role of country developmental status on PCI coupled with two antecedents of PCI, namely consumer ethnocentrism and cosmopolitanism. The paper also distinguishes between the PCI of the home and foreign country images of respondents. We test a new model that incorporates these constructs with a sample of 2655 younger generation consumers. The results show that country development status moderates some relationships but does not moderate others. These findings have significant implications for international companies from both developed and developing countries when developing global strategy.
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