Description

This study introduces a new international marketing concept: the country of export destination effect (COED) at a consumer level. The results of this study show that the COED influences domestic consumers' quality evaluation, preference, and purchase intention regarding a product manufactured domestically, but available both domestically and internationally. Specifically, consumers' product knowledge negatively moderates the COED effect on the quality evaluation of the car and mahogany furniture. This finding is similar to the halo effect in the country of origin (COO) literature. In addition, different export destinations have different effects on consumers' preference and purchase intention. In contrast to studies in the COO literature, this research demonstrates that nationalism and internationalism are positively related to the intention to purchase an exported product. Patriotism, however, is negatively related to the consumer's intention to purchase an exported product.