The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin

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

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Main Authors: Felix Septianto, Tung, Moi, Nguyen T. Thai
Format: Article
Language:English
Published: Elsevier 2020
Subjects:
Online Access:https://eprints.ums.edu.my/id/eprint/25295/1/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion.pdf
https://eprints.ums.edu.my/id/eprint/25295/
https://doi.org/10.1016/j.jretconser.2019.101916
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Institution: Universiti Malaysia Sabah
Language: English
id my.ums.eprints.25295
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spelling my.ums.eprints.252952021-03-23T06:17:02Z https://eprints.ums.edu.my/id/eprint/25295/ The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin Felix Septianto Tung, Moi Nguyen T. Thai HF Commerce Previous research has suggested that country-based emotions (i.e., emotions associated with a country) can influence consumer evaluations of a product from thatcountry. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an experiment revealthat only for a destination with a less favorable country-of-origin image will the match (vs. mismatch) between the country-based emotion and the emotional appealof the product advertisement increase the purchase likelihood of the product. Thesefindings are beneficial for local brands in that they can promote tourist spendingat their destination by cooperating with destination marketers in developing integrated promotional campaigns that elicit congruent emotions. Elsevier 2020 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/25295/1/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion.pdf Felix Septianto and Tung, Moi and Nguyen T. Thai (2020) The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin. Journal of Retailing and Consumer Services, 52. ISSN 0969-6989 https://doi.org/10.1016/j.jretconser.2019.101916
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Felix Septianto
Tung, Moi
Nguyen T. Thai
The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
description Previous research has suggested that country-based emotions (i.e., emotions associated with a country) can influence consumer evaluations of a product from thatcountry. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an experiment revealthat only for a destination with a less favorable country-of-origin image will the match (vs. mismatch) between the country-based emotion and the emotional appealof the product advertisement increase the purchase likelihood of the product. Thesefindings are beneficial for local brands in that they can promote tourist spendingat their destination by cooperating with destination marketers in developing integrated promotional campaigns that elicit congruent emotions.
format Article
author Felix Septianto
Tung, Moi
Nguyen T. Thai
author_facet Felix Septianto
Tung, Moi
Nguyen T. Thai
author_sort Felix Septianto
title The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
title_short The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
title_full The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
title_fullStr The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
title_full_unstemmed The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin
title_sort congruence effect between product emotional appeal and country-based emotion: the moderating role of country-of-origin
publisher Elsevier
publishDate 2020
url https://eprints.ums.edu.my/id/eprint/25295/1/The%20congruence%20effect%20between%20product%20emotional%20appeal%20and%20country-based%20emotion.pdf
https://eprints.ums.edu.my/id/eprint/25295/
https://doi.org/10.1016/j.jretconser.2019.101916
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