Demirbag, Mehmet, Sahadev, Sunil and Mellahi, Kamel. (2010) Country image and consumer preference for emerging economy products: the moderating role of consumer materialism. International Marketing Review, Vol.27 (No.2). pp. 141-163. ISSN 0265-1335

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Abstract

Purpose – This paper aims to explore the moderating role of materialism in the relationship between country image and product preference with particular reference to emerging economies. Design/methodology/approach – Young consumers from a UK university were surveyed on their intention to buy three categories of products from six countries. Findings – The findings show that the moderating role of materialism in the relationship between country image and product preference is contingent upon the type of product. Specifically, the results show that the effect of materialism as a negative moderator is very pronounced for high value products from emerging economies and less pronounced for low value products from emerging economies. Research limitations/implications – The findings highlight the role of materialism in purchasing behaviour and buyers' perceptions towards goods from emerging economies. Practical implications – The findings show that materialism among consumers could be a major stumbling block for multinationals from emerging economies to enter markets in developed countries. The results suggest that multinationals from emerging economies should under-emphasize the country of origin when marketing to young consumers high in materialism. Originality/value – This is the first paper that examines the moderating effects of materialism in the relationship between country image and product preference on products from emerging economies.

Item Type:	Journal Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Marketing Review
Publisher:	Emerald Group Publishing Ltd.
ISSN:	0265-1335
Date:	2010
Volume:	Vol.27
Number:	No.2
Number of Pages:	23
Page Range:	pp. 141-163
Identification Number:	10.1108/02651331011037494
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/43938

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