초록 열기/닫기 버튼
Although many products have been exporting to overseas markets, not all products are successfully marketed in export marketplaces. Thus, exporters should understand what factors affect product mortality in export marketplaces. The purpose of the current study is to build a theoretical model explicating how buyers’ country associations affect export product mortality. Building principally on literature regarding the country-of-origin effect, the present study conceptualized buyers’ affective country association and normative country association. In addition, based on Cox’s proportional hazard model, this study developed a theoretical model explaining and predicting how buyers’ affective and normative country associations affect export product mortality. First, buyers’ unfavorable affective country associations positively affected export-product mortality. Second, buyers’ unfavorably normative country associations positively moderated the relationship between buyers’ favorably affective country associations and export-product mortality. The results of the current study proposed that, considering buyers’ affective and normative country associations, exporters develop marketing strategies. In addition, understanding buyers’ affective and normative country associations is a profitable mechanism in export marketplaces.
