The Role of Country of Origin in the Purchase Intention of Products from Emerging Markets

摘要

Firms must face interrelated challenges in global marketing, such as the increased consumer market internationalization and the rapid growth of emerging markets economy. In addition to these challenges that firms face, little is known about consumer attitudes and behaviors towards products from emerging markets (Sharma, 2011). In this context, this paper seeks to improve the understanding of the determinants of the purchase intention of products from an emerging country. The purpose of this paper is to test if those factors -reputation of country of origin (COO) firms, cultural openness, animosity and trust- help to explain purchase intention of a product from an emerging market (Korean automobiles). Data were collected from 274 automobile owners in Mexico. The analysis was performed using a SEM approach. The contributions of this research are: 1) To test the COO reputation of firms from an emerging market capacity to generate trust in firms from this country, usually characterized by the scant amount of institutional-based trust placed in them by international markets. 2) To study if consumers from a developing economy exhibit animosity and how it affects their purchase intention and their trust.