TY  - JOUR
AB  - Purpose The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market.Design/methodology/approach A 52-item construct was adapted from former PCI scales from cross-cultural equivalence, including “country image”, “personal image”, “product image”, “general knowledge about China”, and “personal data”. Overall, 215 valid structured questionnaires were gathered.Findings The current study provides: a PCI literature review; hypotheses results concerning Spanish citizens’ views of Chinese products’ price, quality, technicality, inventiveness, and known brands concepts; descriptive statistics and results graphs for each of the PCI sections; and correlations of other variables with the five product image variables within the construct.Research limitations/implications Implementing standardized, longitudinal consumer studies that facilitate better comprehension of PCI evolution within a specific market emerged as a future research agenda.Originality/value The data informed both the Chinese public and private organizations’ managers of the importance of adapting to the market and non-market environments within Spain to avoid the liability of country of origin effect.
VL  - 29
IS  - 3
SN  - 1355-5855
DO  - 10.1108/APJML-09-2016-0160
UR  - https://doi.org/10.1108/APJML-09-2016-0160
AU  - Gorostidi-Martinez Haritz
AU  - Xu Weimin
AU  - Zhao Xiaokang
PY  - 2017
Y1  - 2017/01/01
TI  - A review of Spanish consumers’ product-country image of China
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Publishing Limited
SP  - 589
EP  - 615
Y2  - 2024/04/24
ER  -