The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin

• Main Authors: Felix Septianto, Chiew, Tung Moi, Nguyen T.Thai
• Format: Article
• Language: English
• Published: 2020
• Subjects: HN Social history and conditions. Social problems. Social reform; HS Societies: secret, benevolent, etc.
• Online Access: https://eprints.ums.edu.my/id/eprint/25094/7/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion%20The%20moderating%20role%20of%20country-of-origin.pdf; https://eprints.ums.edu.my/id/eprint/25094/; https://doi.org/10.1016/j.jretconser.2019.101916
• Institution: Universiti Malaysia Sabah

Previous research has suggested that country-based emotions (i.e., emotions associated with a country) can influence consumer evaluations of a product from that country. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from a...