Abstract

The paper analyses the effect of Country Related Product Image (Crpi) and country product familiarity (Cpf) on retail buying behaviour. Despite the relevance and richness of the country-of-origin (Coo) research, this body of literature is mainly based on investigating purchasing behaviours of consumers rather than professional buyers. Therefore, the effect that this construct exerts on retail buyers requires further understanding. Moreover, the study contributes to the literature by testing the impact of Crpi jointly with Cpf. Two products are considered to verify if these effects on retail buyer purchases intentions change in relation to specific product categories. The research hypotheses are tested by conducting a survey on a sample of 257 Chinese retail buyers and considering two specific Italian product categories: shoes and ceramic tiles. Results show that the Crpi is a multidimensional construct that influences the intention of Chinese retail buyers to buy Italian products. When we consider Cpf, Crpi maintains a significant role, with some differences between the three dimensions. Product-specific effects are observed. Theoretical and managerial implications are derived.