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

• Main Authors: Felix Septianto, Tung, Moi, Nguyen T. Thai
• Format: Article
• Language: English
• Published: Elsevier 2020
• Subjects: HF Commerce
• 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
• 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 thatcountry. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from an...