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EMAC 2023 Annual

Influences of country-of-origin image and country norms on purchase intentions: perceptions of Spanish olive oil in Vietnam

Published: May 24, 2023


Le Viet Trinh Pham, Schmalkalden University of Applied Sciences; Raquel Tarrazona, Universidad de JaƩn; Sebastian Ullrich, Schmalkalden University of Applied Sciences


In the era of globalisation, the country-of-origin image plays a key role in product selection. While there is much research on country of origin, here are significant research gaps relating to developing countries. This article focuses on the product category of olive oil from Spain, which is consumed sparingly as a dietary supplement in Vietnam due to its high price. Therefore, building on previous research with cognitive and affective aspects, the effects of subjective country norms are also examined. The data are analysed using a structural equation model. The results of the study show that cognitive and affective country image, general product-country image as well as general product image influence Vietnamese customers' purchase intentions regarding Spanish olive oil. This is also true of the new variable country norm which showed the greatest influence.