Introduction
Country image consists of one's total beliefs toward that particular country (Martin & Eroglu, 1993) and is distinct from country of origin (COO), which refers to the country in which a product is manufactured. Country image is multi-dimensional and includes macro and micro country image (Agarwal & Sikri, 1996; Pappu & Quester, 2010; Pappu, Quester, & Cooksey, 2007). Macro country image is related to consumers' total beliefs about a country as measured by that country's economic, political and technological characteristics (Martin & Eroglu, 1993), while micro country image includes beliefs about the products of a country (Pappu et al.,...