Countries and their products: A cognitive structure perspective

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

Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 4

Abstract

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.

Keywords

Correspondence Analysis, Consumer Research, Cognitive Structure, Brand Equity, International Business Study

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