Asymmetrical Roles of Macro and Micro Country Images on Saudi Consumers' Purchase Intention

Country image is a multidimensional construct and can be viewed from macro and micro country image. Macro country image is consumers' total beliefs of a country while micro country image is beliefs toward the products from a country. The purpose of this study is to examine the impact of macro and micro country images of four countries (US, Italy, Korea, and Malaysia) on Saudi consumers' purchase intentions of two product categories (cell phones and handbags). Saudi consumers were chosen given the country's significant growth potential in the Middle East. Analyses of 496 completed survey data revealed differing roles of macro and micro country image on consumers' purchase intention by product category and by country. In case of symbolic goods such as apparel and handbags, both macro and micro country images should be managed for consumers' purchase intention while micro country image was found to be more critical in functional goods.