Psychic Distance and Country Image in Exporter–Importer Relationships

Conflicting evidence on the issue of psychic distance (PD) in international business relationships has suggested the existence of misunderstood boundary conditions to its effect. This article argues that country image (CI) is a contingent factor to the effect of PD. Expectancy–value theory provides the theoretical foundations, and structural equation modeling analyses for a sample of 358 exporter–importer relationships in the global wine...