Countries and their products: A cognitive structure perspective

  • Terence A. Shimp
  • Saeed Samiee
  • Thomas J. Madden


This research reports on consumers’ cognitive structures for countries and their products. In-depth personal interviews identified respondents’ knowledge, beliefs, myths, and other relevant cognitions related to a diverse set of 11 countries and their products. Derived cognitive dimensions were analyzed via correspondence analysis, and the 11 countries were subsequently grouped into five sets, or cognitive categories. In addition to the empirical findings, the article introduces the concept of country equity as a new way of thinking about global brands and discusses managerial implications related thereto.


Correspondence Analysis Consumer Research Cognitive Structure Brand Equity International Business Study 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© The Academy of Marketing Science 1993

Authors and Affiliations

  • Terence A. Shimp
    • 1
  • Saeed Samiee
    • 2
  • Thomas J. Madden
    • 3
  1. 1.the University of South CarolinaUSA
  2. 2.the International Management Center at the University of TulsaUSA
  3. 3.the University of South CarolinaUSA

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