Abstract
With the trend toward globalization, the country of origin of products has been said to become irrelevant (Sheth, 1999). However, persisting significant differences still exist, as shown in this present study comparing the perceptions of 376 Japanese and 191 Canadian consumers. Attributes of countries and products manufactured in seven different countries were found to show significant differences between Canadian and Japanese respondents. Ethnocentrism, as a moderating variable of consumption, was significantly related to age and gender in Japan but not in Canada. Ethnocentrism was not found to be significantly related to the importance of the country of manufacture as a buying factor in Japan. In Canada, however, ethnocentrism was found positively (although weakly) related to the importance of the country of manufacture in consumer buying decisions.
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Chéron, E., Hayashi, H., Sugimoto, T. (2015). Contrasting Country and Product Images of Japanese and Canadian Consumers and the Effect of Ethnocentrism. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_18
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