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ITAA-KSCT Joint Symposium

Mediating Role of Micro Country Image on Purchase Intention by Product Category and by Country

Authors
  • Byoungho Jin (University of North Carolina at Greensboro)
  • Moudi O. Almousa (King Saud University)
  • Heesoon Yang (Sungkunkwan University)
  • Naeun Kim (University of North Carolina at Greensboro)
  • Maria Gil Del Altcazar (University of North Carolina at Greensboro)

Abstract

The purpose of this study is to examine the mediating role of micro country image on the relationship between macro country image and Saudi consumers’ purchase intention of two product categories (symbolic vs. functional). Saudi consumers were chosen in this study given the country’s significant growth potential in the Middle East. Four countries (US, Italy, Korea and Malaysia) were chosen to examine the country effect.

How to Cite:

Jin, B., Almousa, M. O., Yang, H., Kim, N. & Del Altcazar, M. G., (2016) “Mediating Role of Micro Country Image on Purchase Intention by Product Category and by Country”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
10 Nov 2016
Peer Reviewed
License
Creative Commons Attribution 4.0