Roles of Media Exposure and Interpersonal Experiences on Country Brand: The Mediated Risk Perception Model

Abstract

This study explores antecedents and consequences of risk perceptions. Using United States and Korean college students as a sample, this study investigates consumer evaluations of the country brand of China. The findings of this study show that media exposure and personal experiences influence risk perceptions, which are negatively related to country-of-origin attitudes and purchase intentions. In addition, locus of control had an impact on country attitudes in the proposed model. There were also response differences between United States and Korean survey participants. Theoretical and managerial implications for country brand management are discussed.

KEYWORDS:

• country branding
• country-of-origin
• interpersonal experiences
• Korea
• locus of control
• media exposure
• risk perceptions

Notes

^aFactor significance: p <.01.

^bLoading was set to 1.0 to fix construct variance.