Purpose – The purpose of this paper is to clarify how demographic consumer characteristics influence and interact with consumer ethnocentrism on willingness to buy. The authors analyze the direct effects of selected characteristics on the tendency for consumer ethnocentrism. Further, the...

Purpose – The purpose of this paper is to clarify the three‐way interaction among product‐country image, product‐origin congruency and product involvement on consumers' product‐related evaluations and purchase intentions. Design/methodology/approach – Data were gathered from 388...

Purpose – This study was undertaken to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption. The authors adopted a contingency approach and empirically examined, by way of...