Amal R. Karunaratna and Pascale G. Quester
The purpose of this paper is to investigate how need for cognition (NFC), a personality trait, influenced the way consumers used information about product components in forming…
Abstract
Purpose
The purpose of this paper is to investigate how need for cognition (NFC), a personality trait, influenced the way consumers used information about product components in forming overall evaluations of motor vehicles.
Design/methodology/approach
The study used interviews from a convenience sample of 445 visitors to a motor vehicle show over a three‐day period using a choice‐based conjoint analysis study design.
Findings
The NFC scale used in this study focused on abstract thinking. Results showed that consumers' responses to components from different countries changed their overall purchase intentions, and nationalism appeared to play a strong role in consumer attitudes to components. Consumers exhibiting high levels of NFC were more engaged in more complex assessment of the country of origin (COO) cue in their product evaluation than those who have less NFC.
Practical implications
Manufacturers sourcing components from low labour cost countries need to be cautious. Even trusted brands may be sullied by components sourced from countries with negative stereotypes.
Originality/value
Research on product component systems and the use of choice‐based conjoint analysis in this context are novel contributions to COO research.
Details
Keywords
Pascale G. Quester, Amal Karunaratna and Li Kee Goh
Self‐image, product image and their combination, self‐congruity, are important concepts in consumer behaviour. They have been hypothesised and found to affect significantly…
Abstract
Self‐image, product image and their combination, self‐congruity, are important concepts in consumer behaviour. They have been hypothesised and found to affect significantly product choice and purchase intention. In this study, two samples from contrasting cultural backgrounds are compared in relation to the importance of self‐congruity with respect to four brands of two products categories of contrasting involvement levels. Unexpectedly, samples from Australia and Malaysia were found to use differently actual vs ideal self‐image in their product evaluation. This confirms overall the role of self‐congruence in consumer’s choice and points to the need for further investigation of this concept in a cross‐cultural context.
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Keywords
George Balabanis, Marios Theodosiou and Evangelia S. Katsikea
Export marketing research over the last four decades has covered a number of theoretical and practical issues such as standardisation and customisation, export development…
Abstract
Export marketing research over the last four decades has covered a number of theoretical and practical issues such as standardisation and customisation, export development processes, barriers to exporting, export performance, etc. Rapid technological, institutional, legislative, economic and attitudinal changes across the globe pose challenges for the future development of export marketing research. The emergence of turbulent and hypercompetitive business environments calls for exporters to reconsider the bases and sustainability of their competitive advantage to overseas markets. In particular, future research should focus on the identification of the right export marketing capabilities that firms should develop or acquire, the ability to leverage or transfer them across markets, and the ability to constantly upgrade them using proper organisational learning routines. Of critical importance are the processes used to develop capability‐based strategies and to manage relationships with international customers. This double issue comprises ten articles that deal with some of the main challenges posed to export marketing.