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Advancing the country image construct: Reply to Samiee's (2009) commentary

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  • Zeugner-Roth, Katharina P.
  • Diamantopoulos, Adamantios

Abstract

This article responds to the issues Samiee (2010-this issue) raises in his recent comment on Roth and Diamantopoulos (2009). The overall focus of the criticism (Samiee, 2010-this issue) on the missing critical considerations of the study is somewhat surprising. Samiee (2010-this issue) criticizes Roth and Diamantopoulos (2009) not on what they did but on what they did not do. Such criticism would, at least in principle, be justifiable if directed at omissions that are directly relevant to the core construct of Roth and Diamantopoulos' (2009) paper, namely the country image (CoI) construct. However, most of the critical issues Samiee (2010-this issue) raises apply to research on country-of-origin (CoO) effects in general and not to Roth and Diamantopoulos' (2009) study that provides concrete guidelines on how to conceptualize and operationalize CoI in future research. This response first highlights how Roth and Diamantopoulos' (2009) study, centering on the CoI construct, differs from studies on the CoO effect. The article then directly addresses the specific critical issues Samiee (2010-this issue) raises and also discusses the relevance of CoI and CoO research. The paper concludes by suggesting that, while demanding rigor in CoO and CoI research is indeed timely and important, completely rejecting this research stream is both premature and unwise.

Suggested Citation

  • Zeugner-Roth, Katharina P. & Diamantopoulos, Adamantios, 2010. "Advancing the country image construct: Reply to Samiee's (2009) commentary," Journal of Business Research, Elsevier, vol. 63(4), pages 446-449, April.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:4:p:446-449
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    2. Spielmann, Nathalie, 2016. "Is it all or nothing? Testing schema congruity and typicality for products with country origin," Journal of Business Research, Elsevier, vol. 69(3), pages 1130-1137.
    3. Lucio Cappelli & Fabrizio D’Ascenzo & Luisa Natale & Francesca Rossetti & Roberto Ruggieri & Domenico Vistocco, 2017. "Are Consumers Willing to Pay More for a “Made in” Product? An Empirical Investigation on “Made in Italy”," Sustainability, MDPI, vol. 9(4), pages 1-17, April.
    4. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    5. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    6. Zeugner-Roth, Katharina Petra & Žabkar, Vesna, 2015. "Bridging the gap between country and destination image: Assessing common facets and their predictive validity," Journal of Business Research, Elsevier, vol. 68(9), pages 1844-1853.
    7. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    8. Maria Gabriela Montanari & Jonny Mateus Rodrigues & Janaina de Moura Engracia Giraldi & Marcos Fava Neves, 2018. "Country of origin effect: a study with Brazilian consumers in the luxury market," Brazilian Business Review, Fucape Business School, vol. 15(4), pages 348-362, July.

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