Country Image: Halo or Summary Construct?
研究了国家形象在消费者评价电视机和汽车时的作用，对比了光环模型和总结构念模型，发现消费者对产品熟悉程度不同时，国家形象的作用机制也不同。
The author examines the role of country image in consumer evaluations of television sets and automobiles. Specifically, two alternative causal models are developed and tested: (1) the halo model hypothesizing that country image serves as a halo in product evaluation and (2) the summary construct model hypothesizing that country image functions as a summary construct. The test results indicate that when consumers are not familiar with a country's products, country image may serve as a halo from which consumers infer a brand's product attributes and which affects their attitude toward the brand indirectly through product attribute rating. In contrast, as consumers become familiar with a country's products, country image may become a construct that summarizes consumers’ beliefs about product attributes and directly affects their attitude toward the brand.