The Congruence Effects 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 that country. However, it remains unclear when and how country-based emotions can be influential in consumer decision making. The results from a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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2020
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| 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 |
| _version_ | 1796910329133793280 |
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| author | Felix Septianto Chiew, Tung Moi Nguyen T.Thai |
| author_facet | Felix Septianto Chiew, Tung Moi Nguyen T.Thai |
| author_sort | Felix Septianto |
| collection | UMS |
| description | 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 an experiment reveal that 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 appeal of the product advertisement increase the purchase likelihood of the product. These findings are beneficial for local brands in that they can promote tourist spending at their destination by cooperating with destination marketers in developing integrated promotional campaigns that elicit congruent emotions. |
| first_indexed | 2024-03-06T03:02:51Z |
| format | Article |
| id | ums.eprints-25094 |
| institution | Universiti Malaysia Sabah |
| language | English |
| last_indexed | 2024-03-06T03:02:51Z |
| publishDate | 2020 |
| record_format | dspace |
| spelling | ums.eprints-250942021-03-23T06:12:44Z https://eprints.ums.edu.my/id/eprint/25094/ The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin Felix Septianto Chiew, Tung Moi Nguyen T.Thai HN Social history and conditions. Social problems. Social reform HS Societies: secret, benevolent, etc. 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 an experiment reveal that 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 appeal of the product advertisement increase the purchase likelihood of the product. These findings are beneficial for local brands in that they can promote tourist spending at their destination by cooperating with destination marketers in developing integrated promotional campaigns that elicit congruent emotions. 2020-01 Article PeerReviewed text en 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 Felix Septianto and Chiew, Tung Moi and Nguyen T.Thai (2020) The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin. Journal of Retailing and Consumer Services, 52. pp. 1-9. https://doi.org/10.1016/j.jretconser.2019.101916 |
| spellingShingle | HN Social history and conditions. Social problems. Social reform HS Societies: secret, benevolent, etc. Felix Septianto Chiew, Tung Moi Nguyen T.Thai The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title | The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title_full | The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title_fullStr | The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title_full_unstemmed | The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title_short | The Congruence Effects between Product Emotional Appeal and Country-based Emotion: The Moderating Role of Country-of-Origin |
| title_sort | congruence effects between product emotional appeal and country based emotion the moderating role of country of origin |
| topic | HN Social history and conditions. Social problems. Social reform HS Societies: secret, benevolent, etc. |
| url | 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 |
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