The Impact of Consumer Ethnocentrism, Product Involvement, and Product Knowledge on Country of Origin Effects: An Empirical Analysis on Turkish Consumers’ Product Evaluation

Abstract

The purpose of this study is to explore whether, in which ways, and to what extent country-of-origin (COO) information affects the product-evaluation process in Turkey as a less-developed country. Moderating effects of consumer ethnocentrism (CE), product involvement, and product knowledge were also explored. Findings showed that COO cues have a significant main effect on the product-evaluation process. Although moderator variables (CE, product involvement, and product knowledge) do not have a significant effect alone on the product-evaluation process, they negatively moderate the relationship between COO cues and product evaluation.As far as we are aware, the roles of COO, CE product involvement, and product knowledge on product evaluation have not been simultaneously included in the same research model in previous empirical studies. So, as the original contribution of this article, this study investigates the interaction effects of CE, product involvement, and product knowledge on the relationship between COO cues and product evaluation in an emerging market.