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Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects

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  • Martin S Roth

    (Boston College)

  • Jean B Romeo

    (Boston College)

Abstract

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

Suggested Citation

  • Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    • Handle: RePEc:pal:jintbs:v:23:y:1992:i:3:p:477-497
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