Table 2 Effects of contextual and method...

Table 2

Effects of contextual and method moderators on the overall country of origin–consumer brand relationship

	N	K	rz	−CI	+CI	Z	P	QB	p
*Contextual factors*
Brand source								2.92	0.034
Global brand	78,967	190	0.36	0.27	0.44	7.58	0.00
Local brand	8,076	28	0.30	0.22	0.38	6.86	0.00
Product sector								3.46	0.33
Consumer goods	81,896	172	0.35	0.26	0.44	7.23	0.00
Industrial	876	27	0.41	0.22	0.58	3.97	0.00
Service	5,014	12	0.27	0.21	0.33	8.11	0.00
Mixed	411,777	75	0.30	0.25	0.35	11.33	0.00
Brand origin continent								19.32	0.00
Australasia	24,114	78	0.31	0.25	0.37	10.24	0.00
Europe	35,610	59	0.41	0.21	0.57	3.83	0.00
North America	10,689	34	0.22	0.18	0.26	9.94	0.00
Mixed	429,150	111	0.34	0.30	0.38	15.48	0.00
Individualism								12.83	0.01
High	416,775	114	0.26	0.22	0.29	12.71	0.00
Low	61,328	113	0.39	0.27	0.50	6.03	0.00
Medium	12,687	45	0.29	0.22	0.36	8.06	0.00
Respondents’ continent								23.16	0.00
Africa	6,844	16	0.44	0.36	0.50	10.54	0.00
Australasia	41,692	113	0.33	0.29	0.37	14.71	0.00
Europe	34,340	61	0.38	0.17	0.55	3.52	0.00
North America	401,146	67	0.24	0.19	0.28	9.55	0.00
Others	15,541	25	0.41	0.25	0.55	4.83	0.00
Method moderators
Cues								3.95	0.05
Multiple cues	24,813	80	0.28	0.24	0.32	11.79	0.00
Single cues	474,750	202	0.36	0.29	0.41	10.74	0.00
Brand type								11.33	0.00
Fictitious	2,098	24	0.19	0.10	0.27	4.21	0.00
Real brands	412,020	252	0.35	0.30	0.40	3.30	0.00
Mixed	936	6	0.24	0.10	0.37	12.53	0.00
Sampling unit								7.07	0.03
Managers/professionals	2,827	20	0.37	0.28	0.43	8.72	0.00
Real consumers	481,566	199	0.36	0.30	0.41	10.94	0.00
Students	15,170	63	0.26	0.21	0.31	9.03	0.00
Theory usage								1.34	0.25
Atheoretical	433,413	112	0.30	0.26	0.33	15.15	0.00
Theoretical	66,150	170	0.36	0.26	0.45	6.77	0.00
Sample size								6.02	0.01
Large sample (>150)	478,929	154	0.29	0.24	0.34	10.33	0.00
Small sample (<150)	20,634	128	0.40	0.33	0.46	10.96	0.00
Year of publication								11.11	0.00
2011–2020	452,797	151	0.37	0.29	0.44	8.99	0.00
2000–2010	34,909	89	0.32	0.25	0.38	8.98	0.00
Pre-2000	11,857	42	0.23	0.19	0.28	9.97	0.00

	N	K	rz	−CI	+CI	Z	P	QB	p
Contextual factors
Brand source								2.92	0.034
Global brand	78,967	190	0.36	0.27	0.44	7.58	0.00
Local brand	8,076	28	0.30	0.22	0.38	6.86	0.00
Product sector								3.46	0.33
Consumer goods	81,896	172	0.35	0.26	0.44	7.23	0.00
Industrial	876	27	0.41	0.22	0.58	3.97	0.00
Service	5,014	12	0.27	0.21	0.33	8.11	0.00
Mixed	411,777	75	0.30	0.25	0.35	11.33	0.00
Brand origin continent								19.32	0.00
Australasia	24,114	78	0.31	0.25	0.37	10.24	0.00
Europe	35,610	59	0.41	0.21	0.57	3.83	0.00
North America	10,689	34	0.22	0.18	0.26	9.94	0.00
Mixed	429,150	111	0.34	0.30	0.38	15.48	0.00
Individualism								12.83	0.01
High	416,775	114	0.26	0.22	0.29	12.71	0.00
Low	61,328	113	0.39	0.27	0.50	6.03	0.00
Medium	12,687	45	0.29	0.22	0.36	8.06	0.00
Respondents’ continent								23.16	0.00
Africa	6,844	16	0.44	0.36	0.50	10.54	0.00
Australasia	41,692	113	0.33	0.29	0.37	14.71	0.00
Europe	34,340	61	0.38	0.17	0.55	3.52	0.00
North America	401,146	67	0.24	0.19	0.28	9.55	0.00
Others	15,541	25	0.41	0.25	0.55	4.83	0.00
Method moderators
Cues								3.95	0.05
Multiple cues	24,813	80	0.28	0.24	0.32	11.79	0.00
Single cues	474,750	202	0.36	0.29	0.41	10.74	0.00
Brand type								11.33	0.00
Fictitious	2,098	24	0.19	0.10	0.27	4.21	0.00
Real brands	412,020	252	0.35	0.30	0.40	3.30	0.00
Mixed	936	6	0.24	0.10	0.37	12.53	0.00
Sampling unit								7.07	0.03
Managers/professionals	2,827	20	0.37	0.28	0.43	8.72	0.00
Real consumers	481,566	199	0.36	0.30	0.41	10.94	0.00
Students	15,170	63	0.26	0.21	0.31	9.03	0.00
Theory usage								1.34	0.25
Atheoretical	433,413	112	0.30	0.26	0.33	15.15	0.00
Theoretical	66,150	170	0.36	0.26	0.45	6.77	0.00
Sample size								6.02	0.01
Large sample (>150)	478,929	154	0.29	0.24	0.34	10.33	0.00
Small sample (<150)	20,634	128	0.40	0.33	0.46	10.96	0.00
Year of publication								11.11	0.00
2011–2020	452,797	151	0.37	0.29	0.44	8.99	0.00
2000–2010	34,909	89	0.32	0.25	0.38	8.98	0.00
Pre-2000	11,857	42	0.23	0.19	0.28	9.97	0.00

Notes:

*Correlation significant at two-tailed; K (effect sizes); N (observations); rz (standardized correlations coefficient); CoOI = country of origin image; CBE = consumer brand evaluation

Source: Authors’ own elaboration

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