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After discussing the concepts of nation and image, this article considers (1) the extent to which the notion of a brand is applicable to a nation, (2) the mechanisms by which a nation’s image influences attitudes toward its products, (3) the choice processes in which country of origin is most likely to play a significant role, and (4) the extent to which the image of a nation can be manipulated. One conclusion is that the reputational capital of a nation with respect to a product category will influence choice more than a nation’s overall attractiveness, though fragments of a nation’s imagery may nonetheless be successfully exploited.
O’Shaughnessy et al. (Thu,) studied this question.