Country and Product Images

China represents a huge potential market for many multinational corporations. However, empirical studies on Chinese consumers' perceptions about various countries and their respective products have been scarce. Based upon Martin and Eroglu's (1993) work, our study distinguishes country image from product image and reveals that Chinese consumers hold different perceptions about U.S., Japan, and China as countries and about their products. The reciprocal relationship between country image and product image is also explored. Our results have interesting theoretical and managerial implications.