The effects of country-of-origin image on consumer product involvement : a Pakistani university teachers’ perspective

This study aims at investigating the consumer behaviour (of University teachers) in Pakistan with reference to the effects and association of country-of-origin (COO) image on consumer product involvement. In order to have in-depth insights, the construct of COO-image is studied in terms of the country’s economic development and in a certain product category. The study explores the effects and association of the two phenomena. Furthermore, the effects of the COO-image in terms of country’s economic development and COO-image in a product category on low and high consumer product involvement are studied. Finally, the study measures the moderating effects of consumer ethnocentrism and consumer intention to adopt (in terms of innovativeness) on the effects of COO-image in a product category and COO-image in terms of economic development on low and high consumer product involvement. Due to the nature of study, a positivist approach is adopted and followed a quantitative research strategy. The data is collected using survey technique based on questionnaires. The study sample population is university academicians. 1509 university academicians from various cities in Pakistan took part in the study by completing the questionnaire. The data is then analysed using descriptive statistics, correlation analysis and regression analysis. The study establishes that highly educated and affluent Pakistani consumers are so strongly influenced by the COO-image (especially in terms of country’s economic development) that their ethnocentrism and intentions to adopt lose significance in order to contribute in shaping their attitude and behaviour related to both low and high involvement products (food and drinks, and automobiles respectively). The current study is one of few similar studies conducted in a developing country, especially Pakistan. The current study offers valuable empirical insights into the effects of the COO-image (especially with reference to a developing country perspective). The findings will be significant to the COO research as well as the businesses operating in developing countries such as Pakistan