Country-of-Origin Effects in a Cross-Cultural Setting

Abstract

The nature of the impact of Country-of-Origin (CO) on purchase behavior is far from clear. A theoretical structure of the relationships underlying CO effects is tested using LISREL and the generalizability of the findings are assessed across respondents belonging to two different cultural groups (US-born and Greece- born) residing in the US. Responses provided by US-born respondents appear to fit the a priori theoretical model more closely than those provided by Greece-born respondents. The complexity of the acculturation process of Greece-born respondents is offered as the likely reason for this inter-group difference.