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Countries and their products: A cognitive structure perspective

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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.

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Author information

Authors and Affiliations

  1. the University of South Carolina, USA

    Terence A. Shimp (Professor of marketing, 1993 President of the Association for Consumer Research)

  2. the International Management Center at the University of Tulsa, USA

    Saeed Samiee (Professor of marketing and Director)

  3. the University of South Carolina, USA

    Thomas J. Madden (Associate Professor of marketing)

Authors
  1. Terence A. Shimp
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  2. Saeed Samiee
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  3. Thomas J. Madden
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Additional information

He has published in theJournal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and elsewhere.

His articles have appeared in theJournal of Marketing, Journal of the Academy of Marketing Science, Journal of International Business Studies, California Management Review, and others.

He is the coauthor of two marketing research textbooks and has published in leading marketing and social psychological journals.

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Shimp, T.A., Samiee, S. & Madden, T.J. Countries and their products: A cognitive structure perspective. JAMS 21, 323–330 (1993). https://doi.org/10.1007/BF02894524

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