Table 1 Effects of country of origin...

Table 1

Effects of country of origin image on overall and relative consumer brand evaluations

	N	K	rz	−CI	+CI	Z	P	Q	I-S
*Aggregate effects*
CoOI → overall CBE	499,563	282	0.31	0.27	0.34	15.74	0.00	13003.14	98.27
*Overall effect by CoOI dimensions*
GCI → overall CBE	22,115	71	0.31	0.26	0.35	12.04	0.00	1009.07	93.06
GPCI → overall CBE	28,138	50	0.46	0.35	0.55	7.72	0.00	5388.57	99.09
SPCI → overall CBE	385,356	80	0.29	0.25	0.33	13.10	0.00	2218.88	99.66
PACI → overall CBE	34,256	81	0.32	0.13	0.49	3.24	0.00	27662.66	99.71
*Overall effect by CBE dimensions*
Brand-specific associations	56,958	135	0.34	0.25	0.42	7.15	0.00	17704.94	99.24
General brand impressions	418,786	95	0.32	0.27	0.36	12.02	0.00	4287.59	97.81
Brand commitment	23,819	52	0.37	0.15	0.55	3.22	0.00	16746.54	99.70
*Disaggregate effects by CBE dimensions*
GCI → Brand-specific associations	10,522	31	0.35	0.26	0.43	7.21	0.00	745.07	95.97
GPCI → Brand-specific associations	11,126	20	0.51	0.35	0.64	5.54	0.00	1990.05	99.09
SPCI → Brand-specific associations	17,686	37	0.28	0.21	0.34	7.82	0.00	775.01	95.35
PACI→ Brand-specific associations	17,624	47	0.29	0.05	0.49	2.38	0.02	11834.90	99.61
GCI → General brand impressions	8,011	25	0.27	0.21	0.32	8.30	0.00	191.32	87.46
GPCI→ General brand impressions	9,115	19	0.43	0.23	0.60	3.99	0.00	1945.67	99.07
SPCI→ General brand impressions	392,114	28	0.29	0.22	0.35	8.23	0.00	431.68	93.75
PACI → General brand impressions	9,546	23	0.30	0.22	0.37	7.31	0.00	307.91	92.86
GCI → Brand commitment	3,582	15	0.29	0.22	0.35	7.84	0.00	64.73	78.37
GPCI → Brand commitment	7,897	11	0.39	0.14	0.60	2.95	0.00	1327.93	99.25
SPCI → Brand commitment	5,254	15	0.33	0.23	0.42	6.25	0.00	210.85	93.36
PACI → Brand commitment	7,086	11	0.49	−0.28	0.88	1.28	0.20	9935.81	92.86

	N	K	rz	−CI	+CI	Z	P	Q	I-S
Aggregate effects
CoOI → overall CBE	499,563	282	0.31	0.27	0.34	15.74	0.00	13003.14	98.27
Overall effect by CoOI dimensions
GCI → overall CBE	22,115	71	0.31	0.26	0.35	12.04	0.00	1009.07	93.06
GPCI → overall CBE	28,138	50	0.46	0.35	0.55	7.72	0.00	5388.57	99.09
SPCI → overall CBE	385,356	80	0.29	0.25	0.33	13.10	0.00	2218.88	99.66
PACI → overall CBE	34,256	81	0.32	0.13	0.49	3.24	0.00	27662.66	99.71
Overall effect by CBE dimensions
Brand-specific associations	56,958	135	0.34	0.25	0.42	7.15	0.00	17704.94	99.24
General brand impressions	418,786	95	0.32	0.27	0.36	12.02	0.00	4287.59	97.81
Brand commitment	23,819	52	0.37	0.15	0.55	3.22	0.00	16746.54	99.70
Disaggregate effects by CBE dimensions
GCI → Brand-specific associations	10,522	31	0.35	0.26	0.43	7.21	0.00	745.07	95.97
GPCI → Brand-specific associations	11,126	20	0.51	0.35	0.64	5.54	0.00	1990.05	99.09
SPCI → Brand-specific associations	17,686	37	0.28	0.21	0.34	7.82	0.00	775.01	95.35
PACI→ Brand-specific associations	17,624	47	0.29	0.05	0.49	2.38	0.02	11834.90	99.61
GCI → General brand impressions	8,011	25	0.27	0.21	0.32	8.30	0.00	191.32	87.46
GPCI→ General brand impressions	9,115	19	0.43	0.23	0.60	3.99	0.00	1945.67	99.07
SPCI→ General brand impressions	392,114	28	0.29	0.22	0.35	8.23	0.00	431.68	93.75
PACI → General brand impressions	9,546	23	0.30	0.22	0.37	7.31	0.00	307.91	92.86
GCI → Brand commitment	3,582	15	0.29	0.22	0.35	7.84	0.00	64.73	78.37
GPCI → Brand commitment	7,897	11	0.39	0.14	0.60	2.95	0.00	1327.93	99.25
SPCI → Brand commitment	5,254	15	0.33	0.23	0.42	6.25	0.00	210.85	93.36
PACI → Brand commitment	7,086	11	0.49	−0.28	0.88	1.28	0.20	9935.81	92.86

Notes:

*Correlation significant at two-tailed; K (effect sizes); N (observations); rz (standardized correlations coefficient); CoOI = country of origin image; CBE = consumer brand evaluation; GCI = general country image; GPCI = general product country image; SPCI = specific product country image; PACI = partitioned country image

Source: Authors’ own elaboration

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