Suchergebnisse

PurposeAs part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers' perceptions of Spain, its products, and its people, thereby providing an overall contemporary Spanish PCI within the Chinese market.Design/methodology/approachIn total, 215 valid structured questionnaires were gathered throughout China. Following a pre-investigation of 259 usable questionnaires, a 52-item construct was drawn from the existing widely used PCI item scales, designing a structured PCI construct, covering: "country image," "personal image," "product image," "general knowledge about Spain," and "personal data."FindingsThe study provides: a PCI pre-investigation research results as well as a literature review on PCI topic; research results for the five hypotheses concerning Chinese citizens' view of Spanish product price, quality, technicality, inventiveness, and known brands view; descriptive statistics as well as result graphs for each of the covered PCI sections; our PCI construct variable correlations with the tested five product image variables; and general implications.Research limitations/implicationsStandardizing PCI longitudinal studies, as well as focusing on how the Spanish Government and private sector should determine the long-term criteria to facilitate a clearer representation of the Spanish PCI evolution within the Chinese market, is advised.Originality/valueThe current study intends to capture insights for Spain and other country's public and private sector decision makers to better integrate market and non-market strategies. The results would further assist delineating strategies to avoid the liability of foreignness of Spanish organizations within China.

PurposeThe purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market.Design/methodology/approachA 52-item construct was adapted from former PCI scales from cross-cultural equivalence, including "country image", "personal image", "product image", "general knowledge about China", and "personal data". Overall, 215 valid structured questionnaires were gathered.FindingsThe current study provides: a PCI literature review; hypotheses results concerning Spanish citizens' views of Chinese products' price, quality, technicality, inventiveness, and known brands concepts; descriptive statistics and results graphs for each of the PCI sections; and correlations of other variables with the five product image variables within the construct.Research limitations/implicationsImplementing standardized, longitudinal consumer studies that facilitate better comprehension of PCI evolution within a specific market emerged as a future research agenda.Originality/valueThe data informed both the Chinese public and private organizations' managers of the importance of adapting to the market and non-market environments within Spain to avoid the liability of country of origin effect.