Multidimensional structures of brand and country images, and their effects on product evaluation

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

Multidimensional structures of brand and country images, and their effects on product evaluation

Yamen Koubaa

Brest Business School

Rym Methamem Boudali

University of Tunis

Fatitha Fort

SupAgro

The marketing literature abounds with research evidence in support of a significant effect of product country image on brand image perception, product evaluation and subsequent consumer behaviour (Bilkey & Nes 1982; Verlegh & Steenkamp 1999; Jaffe & Nebenzahl 2001).

The effect of product country image on brand image and subsequent consumer behaviour has valuable strategic implications for firms operating in domestic and international markets. The relevance of product country image gains more in...

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