A Method for Modelling Consumer Perceptions of Country of Origin

The influence of country of origin on consumer attitudes and evaluations of product and service offerings is becoming increasingly important as competition in the international marketplace intensifies. This paper proposes a methodological approach to uncover and better understand the effects of country of origin images. Two distinct product categories (a durable product and a fast moving consumer good) are examined to illustrate the use of such an approach followed by a brief discussion of managerial implications.