An essay on the constructs country image and country-of-origin effect

Abstract

In the last years, studies has showed the pre-established ideas and stereotyped from individuals on countries can interfere in their attitudes concerning foreign products, phenomena denominated by some authors as “the country origin effect”. This article is a theory essay that aims to present the principals concepts about the country image construct and the country of origin effect, as well as the mechanisms with the capacity of measuring the country image and its influence on the consumers’ attitudes. Considering the literature revision, it was possible to see that there is non consensus related to the definition of the construct “country image”, as well as the best way to measure it, in order to indentify how can influence the purchase intention, attitudes and behavior of the consumers. The attitude theory seems to be the best way to measure a country image, because it can explain how countries are seem in the consumer minds, what kind of beliefs they have, including stereotypes and schemes, as well as emotions. Future studies should focus on the specification of each markets and groups of products. It´s also necessary that, future students take to account the level of involvement of each consumer on determined product and what kind of feelings he has about a country.