Measuring the joint effect of brand and country image in consumer evaluation of global products
Abstract
States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.
Keywords
Citation
Nebenzahl, I.D. and Jaffe, E.D. (1996), "Measuring the joint effect of brand and country image in consumer evaluation of global products", International Marketing Review, Vol. 13 No. 4, pp. 5-22. https://doi.org/10.1108/02651339610127220
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited