Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects
The study of country-of-origin (COO) effects examines how consumers perceive products emanating from a particular country. This study examines COO in terms of the fit between countries and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along the same dimensions. Such matches (or mismatches) can be either favorable or unfavorable. Managers can use product-country match information to assess consumers' purchase intentions, and assist them in managing their product's COO. Data collected from consumers in Ireland, Mexico, and the United States demonstrate the product-country match framework and its strategic implications.© 1992 JIBS. Journal of International Business Studies (1992) 23, 477–497
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Volume (Year): 23 (1992)
Issue (Month): 3 (September)
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