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The Role Of Social Norms In Consumers' Evaluations Of Brands From Emerging Countries, Shuang Yang
The Role Of Social Norms In Consumers' Evaluations Of Brands From Emerging Countries, Shuang Yang
Open Access Theses & Dissertations
In prior studies, the effects of country of origin (COO) on purchase intention have been explained by signaling theory, the elaboration likelihood model and categorization theory. However, none of these theories explains the role social norms play in COO effects. Applying the theory of reasoned action (TRA), this study proposes that COO influences purchase intention through attitudes and social norms. This proposed model explains the joint effect of quality perceptions, consumer animosity, and perceived social pressure on purchase intention. The moderation effect of collectivism/individualism culture is also tested.
The research findings support the proposed model. Specifically, the results suggest that …