How Country Image Shapes Consumer Attitudes: A Comparative Analysis of Perceptions Toward East Asian Brands in Mexico

초록

In the era of increasing globalization, consumer perceptions of brands are often influenced by the country of origin (COO) effect. This study examines how Mexican consumers’ attitudes and intentions are shaped by the COO of brands from South Korea, China, and Japan. Furthermore, it explores the moderating role of product involvement in this relationship. An online survey was conducted with 307 Mexican participants who had prior experience with East Asian products. The findings reveal that country image plays a crucial role in shaping Mexican consumers’ brand attitudes, perceived product quality, and behavioral intentions, with Japan ranking the highest among the three countries, followed by South Korea. The results also highlight that while product involvement influences consumer decision-making, it does not significantly moderate the COO effect. This study contributes to the existing literature on the COO effect and provides practical implications for international marketing strategies, particularly in the Mexican market.

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