Matching consumers' country and product image perceptions: an Australian perspective

Tracey S. Dagger (Faculty of Business and Economics, Monash University, Melbourne, Australia)
Maria M. Raciti (Faculty of Business, University of the Sunshine Coast, Maroochydore, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 3 May 2011



Country‐of‐origin (COO) effects are concerned with buyers' opinions regarding the relative qualities of goods and services produced in various countries. It is the aim of this study to test a framework for investigating the match/mismatch between consumers' product category and country image perceptions. Specifically, the paper seeks to examine whether consumers perceive all products emanating from a particular country favourably simply because consumers associate favourable attributes with that country or whether this effect is specific to particular product categories.


The study employed a structured survey administered through mall intercepts. Data were collected from a sample of 188 Australian consumers. While Australian consumers were the focal country of study, countries selected for evaluation included Japan, Korea, the USA, Canada, China and New Zealand. The products selected included beer, automobiles, watches, leather shoes and stereos.


The findings suggest that when a strong favourable match exists between country and product image then COO will positively influence product evaluation and willingness to buy. Conversely, when an unfavourable mismatch is evident COO would negatively influence consumers' product evaluations and willingness to buy.


Given that most products originating in foreign countries are subject to country stereotyping or image effects, it is important for marketers and retailers to understand and manage the potential impact of COO effects. This study tests a framework that can be applied by marketers to determine the effect of product and country matches in relevant domestic or international markets.



Dagger, T. and Raciti, M. (2011), "Matching consumers' country and product image perceptions: an Australian perspective", Journal of Consumer Marketing, Vol. 28 No. 3, pp. 200-210.

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