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The sets of items used in the analysis of CO effects were found to possess acceptable or high levels of reliability in all three subsamples. The standardized values of coefficient alpha in the subsamples ranged from .622 to .878 with a mean of .788. Most of the general conclusions derived from the analysis of the complete data set appear to hold true in each one of the subsamples. While the relationship between SPA and IP was strong in all subsamples, the relationship of SPA with GPA2 and GPA3 did not show a consistent pattern. Among first-generation respondents, GPA2 possesses a stronger link with SPA while in the other two subsamples, GPA3 has a stronger link. GCA2 possessed stronger structural links with the other variables in the theoretical structure in the subsamples (Figures 1b-1d) than in the overall sample (Figure 1a). Furthermore, the direction of relationship differed in the different subsamples. Among the US consumers, the relationships (between GCA2 and most of the other variables) were positive and strong.
Among the immigrants, the same relationships were negative and strong. The relationships for the first generation were relatively weaker and either positive or negative. The fact that subsamples displayed relationships not obvious in the overall sample makes a good case for introducing market segmentation concepts in CO image studies. These results indicate that US-consumers tend to evaluate a product from a source country similar to their own favorably. This contrasts with the results obtained from the immigrants who give poorer ratings when the source country of the product is similar to their origin country. All the estimates obtained for the first generation respondents were between those obtained for the US consumers and immigrants. This may be the because the first generation respondents are less clear about their cultural and ethnic identity than either of the other categories. In order to assess the impact of acculturation and socialization on the dimensions of CO image, a measure of acculturation-socialization was developed (number of years in the US/age).
That is, the proportion of a person's life spent in the US was used as an indicator of acculturation, thus generating a continuum with the most recent immigrants on one extreme and first generation respondents on the other end. Since it was felt that the US consumers might have been influenced by immigrant source-country culture even less that first generation, the continuum was further extended and US consumers were positioned on the continuum beyond first-generation respondents. The items of GCA2 (S8, S9, and S10) were also analyzed using MANOVA (Norusis 1988) to determine whether the subsamples differed significantly in how they viewed German people as being similar or dissimilar to themselves. As was expected a priori, both the multivariate and the univariate F-tests were significant indicating that the immigrants viewed Germans as being most dissimilar to themselves and the US consumers viewed Germans as being most similar to themselves. The perceptions of the first generation were consistently between the perceptions of the two other categories.
The results of confirmatory factor analysis of the measurement model indicate that the three-factor model (specified a priori) may not be appropriate for the measurement of CO image. As discussed earlier, during our analysis of CO perceptions, GCA was found to consist of two dimensions and GPA was found to consist of three dimensions. Our analysis of CO effects on intention to purchase showed that CO perceptions have an impact on intention to purchase primarily through their impact on specific product information. The analysis of subsamples of respondents provided further support for this conclusion. Our study also indicates that CO image variables and their effect on purchase intention are influenced by level of acculturation and socialization. Their purchase intentions and perceptions of CO image variables appear to indicate that immigrants do not value the economic, political, and cultural similarity (with oneself) as highly as US consumers do when it comes to the purchase of cars. This may be because the vast majority of the immigrants in our sample were born in developing nations. Perhaps immigrants value cars from highly industrialized countries (with people who differ from "us" a great deal) very highly.
