Brands and national image: An exploration of inverse country-of-origin effect

Abstract

The study explores the relationship between perceptions about products produced in a country and the country's reputation and image. It considers country-of-origin effect (COO) from an inverse perspective; rather than looking at how national reputation affects perceptions of products, it measures how brand image affects country image. It used a method that blends survey and experimental design to test the effects of brand association on country image using 488 subjects. The results indicate support for an inverse COO: knowledge of the country of origin of a brand can enhance the image of the country in which the brand originated. An implication of the study is that the public and private sectors could work together to shape a country's image.