The Impact on Consumer Evaluations of Foreign Products in China with Export Competitive Perspectives - Focus on Korean Products

Abstract

Purpose – The aim of this study is to investigate the relative influence of country- and corporate images on consumer evaluations of foreign products from the perspective of a transitional economy, i.e., China. Findings – The findings of this study indicate that the image variables are positively associated with evaluations by Chinese consumers of foreign products. However, their relative impacts seem to differ from each other. Originality/value –The present study links country-level considerations to firm-level decision-making, which will help global marketers that have either moved or plan to move their operations to transitional economies, such as China, to better shape and manage the use of a product’s country image and corporate image as marketing tools.