초록 열기/닫기 버튼
This study examines country of origin effects on attitudes toward brand, focusing on the moderating role of brand familiarity and consumers' regulatory focus of hotel customers. The results from a sample of 386 Chinese consumers reveal that country of origin has a direct positive effect on brand attitudes. In addition, country of origin and brand familiarity were found to have a significant interaction effect on brand attitudes whereas the interaction effect of country of origin and regulatory focus was not significant. The findings confirm that the country of origin effect is not only extant for products but also for services brands. Marketing managers, therefore, may wish to put their effort in linking country images with their own branding activities, while making their brand more visible and familiar among target consumers. Theoretical implications of these findings are also discussed.
키워드열기/닫기 버튼
hotel services, country of origin effects, brand familirity, regulatory focus
