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Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects

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Abstract

The study of country-of-origin (COO) effects examines how consumers perceive products emanating from a particular country. This study examines COO in terms of the fit between countries and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along the same dimensions. Such matches (or mismatches) can be either favorable or unfavorable. Managers can use product-country match information to assess consumers' purchase intentions, and assist them in managing their product's COO. Data collected from consumers in Ireland, Mexico, and the United States demonstrate the product-country match framework and its strategic implications.

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*Martin S. Roth (Ph.D., University of Pittsburgh) is an Assistant Professor, Marketing Department, Carroll School of Management, Boston College. His research interests include global brand image management, market segmentation, and communication strategies. His research has appeared in the Journal of Consumer Research, Industrial Marketing Management, and Advances in Consumer Research and American Marketing Association conference proceedings.

**Jean B. Romeo (Ph.D., University of Massachusetts-Amherst) is an Assistant Professor, Marketing Department, Carroll School of Management, Boston College. Her research interests include negative information, brand extension, and marketing communication strategies. Her research has appeared in Business Horizons, Journal of Consumer Psychology, and Advances in Consumer Research.

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Roth, M., Romeo, J. Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. J Int Bus Stud 23, 477–497 (1992) doi:10.1057/palgrave.jibs.8490276

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