1. Marketing high-tech products in emerging
markets : the differential impacts of country
image and country-of-origin's image
Nizar Souiden, Frank Pons, Marie-Eve Mayrand
Journal of Product & Brand Management, Vol. 20 Iss: 5 pp. 356 - 367
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2. Keyword
Country Image(CI)
Country-Of-Origin’s(COO) Image
Product Image
Emerging Markets
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3. Keyword
High-tech Products
Purchase Intention
Consumers’ Uncertainty & Aspiration
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4. Country-Of-Origin’s Image(COO)
What's your favor
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5. Country-Of-Origin’s Image(COO)
What's your favor
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6. Country-Of-Origin’s Image(COO)
What's your favor
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7. Country-Of-Origin’s Image(COO)
What's your favor
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8. Country image(CI)
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9. Country image(CI)
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10. Country image(CI)
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11. Country image(CI)
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12. Country image(CI)
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13. Product Image
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14. Product Image
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15. Product Image
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16. Product Image
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17. Product Image
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18. Product Image
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19. Product Image
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20. I want play a game…
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21. Why have
Show-Girls,
But no
Show-Boys ?!
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22. Emerging Markets
• An emerging market
is a nation with social
or business activity in
the process of rapid
growth and
industrialization.
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23. High-tech Products
• High-tech Products
refers to technology
that is at the cutting
edge: the most
advanced technology
available.
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24. Purchase Intention
• Purchase Intention
is a plan to purchase
a particular good or
service in the future.
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25. Consumers’ Uncertainty & Aspiration
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26. Research Purpose
• It simultaneously assesses the effects of
country image and country-of-origin’s image
on consumers’ uncertainty, aspiration and
purchasing intention of high-tech products.
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27. Research Method
• Research Design
• Questionnaire and
Measurement Scales
• Sample
Sharacteristics
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• Based on a sample of
479 Chinese consumers,
structural equation
modeling was used to
test the hypothesized
relationships.

28. The differential impacts of country’s image and countryof-origin’s image on consumers’ uncertainty, aspiration
and purchase intention of high technology products
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29. Research Findings
• Results show that compared to country-oforigin, country’s image is a more effective
tool in reducing consumers’ uncertainty and
increasing their aspiration to purchase high
technology products.
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30. City
Shanghai
Percentage of total Chinese living
in the three cities
40.3
Gender breakdown
Male (%)
Female (%)
Percentage of married people
Average monthly salary (RMB)
49.48
50.52
70.1
3,512
3,512
Beijing Guangzhou
33.7
26
49.9
50.1
72.57
3,748
51.3
48.7
69.57
2,675
Source: ChinaStatisticalYearbook(2008)
Socio-demographic information of Chinese
living in Beijing, Shanghai and Guangzhou
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Source: ChinaStatisticalYearbook(2008)

31. Construct
Countryimage
Factor 1: CI1
Factor 2: CI2
Factor 3: CI3
Country-oforigin: COO
Product image:
PIM
Aspiration: ASP
Uncertainty:
UNC
Purchase
intention: CPI
No. of items
Cumulative
variance (%)
63.72
rho
AVE
0.85
0.76
0.74
0.65
0.52
0.61
5
0.85
0.54
4
0.85
0.58
6
0.92
0.66
2
0.87
0.77
6
0.91
0.63
3
3
2
Eigenvalue
3.65
1.57
1.16
Psychometric properties of measurement scales
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32. Variables
CI
CI
1
COO
0.360*
PIM
0.035
ASP
0.255*
UNC
20.066*
Note:
COO
PIM
ASP
UNC
1
0.214*
1
0.268*
0.302*
1
20.147* 20.137* 20.321*
*Significant at 0.01 level
Correlation matrix between independent variables
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1

33. IV
Hypothesis
H1 PIM
H2 UNC
H3 COO
H4 CI
H5 PIM
H6 ASP
H7 COO
H8 CI
H9 CI
H10 COO
H11 PIM
Fitindices
Chi square/d. f
RMR
GFI
IFI
CFI
DV
St. beta
t
p
Results
UNC
CPI
UNC
UNC
ASP
CPI
ASP
ASP
PIM
PIM
0.096
20.137
20.125
20.186
0.213
0.76
0.132
0.376
20.108
0.185
1.746
23.898
22.336
22.876
4.065
13.792
2.709
4.955
21.744
3.437
0.081
0
0.019
0.004
0
0
0.007
0
0.081
0
Rejected
Accepted
Accepted
Accepted
Accepted
Accepted
Accepted
Accepted
Rejected
Accepted
CPI
0.119
3.329
0
Statistics
p
Accepted
2.981
0.043
0.86
0.904
0.903
***
Summary of the structural equation modeling results
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34. Research limitations
• The major role of a country-of-origin is to
influence product image while that of
country’s image is to increase consumers’
aspiration to acquire its product and
diminish their uncertainty and hesitation
about buying the product.
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35. Practical Implications
• Marketers should understand that
consumers in emerging countries are
ambivalent when they consider the
purchase of complex products.
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36. Practical Implications
• On the one hand, highlighting the country
image can contribute in alleviating
consumers’ uncertainty and increasing their
aspiration to purchase sophisticated and
complex products.
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37. Practical Implications
• On the other hand, promoting the
country-of-origin’s image can prove an
effective means to improve product
image in emerging markets.
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38. Conclusion
• Most of the previous studies have focused on
one of the two concepts, interchangeably
used both of them, and relatively ignored
their simultaneous impact on consumer
behavior.
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39. Conclusion
• The present study has tried to address this
shortfall through simultaneously studying
their influences on product image and
consumer purchase intention; and
highlighting their differential impacts.
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40. Thanks for your listening
Q&A
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