COUNTRY IMAGE:
measurement & impact on consumer behavior
Dr. Ir. Peeter W.J. Verlegh
RSM Erasmus University Rotterdam
Country-of-origin effect
The impact of COO on consumer product evaluation
What is (for the consumer) the difference between …
 Cars from Germany and cars from France ?
 Singapore Airlines and KLM ?
 tomatoes from The Netherlands and from Spain ?
 French wine and Australian wine ?
…
Meta-analysis
Many studies with different results - >
Review and meta-analysis:
Collect (systematically) previous studies
- Map results
- Calculate average result (effect size)
- Investigate impact of “moderators” on this effect size
-
Verlegh & Steenkamp 1999 Journal of Economic Psychology
Meta-analysis - II
Country-of-origin effect:
41 studies (278 effects) in major journals (1980 – 1996)
Average effect is significant and sizeable: r = .39

Effects for quality judgments > attitude / purchase intention

largest for Western vs. non-Western countries

Within subjects > Between subjects

Effect decreases with amount of information
HOEZO country van herkomst ?
in practice - I
10mm
Made in
Taiwan
5mm
in practice - II
Whatorigin
is the origin?
- Stereotypes?
The
– stereotypes?
What
is the origin?
- Stereotypes?
The
origin
– stereotypes?
Heaven is where…
the police are British,
the lovers are French,
the mechanics are German,
the cooks are Italians,
and it is all organized by the Swiss.
What
is the origin?
- Stereotypes?
The
origin
– stereotypes?
Heaven is where…
Hell is where…
the police are British,
the police are German,
the lovers are French,
the mechanics are French,
the mechanics are German,
the cooks are British,
the cooks are Italians,
the lovers are Swiss,
and it is all organized by the Swiss.
and it is all organized by the Italians
Whatorigin
is the origin?
- Stereotypes?
The
– stereotypes?
Country image
Country image
Set of associations which an individual or group relates to a country
(combined into a mental network).
Which associations ?
-
people (national character?)
geography
products / brands
emotions (general - specific)
episodes (individual vs. collective)
Product-related country image
Product
experience
Country: climate
Country: nature
People: competence
People: creativity
Feelings (pos/neg)
attributes
 hedonic
 utilitarian
Product
Attitude
Country image: study design
Survey



406 Dutch consumers
interview on tomatoes or washing machines
from Netherlands, Germany, Spain / Italy
Estimate impact of country image on product attitude
(mediated by product beliefs)
Study 1: tomatoes
Product
experience
Country: climate
Country: nature
People: competence
People: creativity
Feelings (pos/neg)
attributes
 hedonic
 utilitarian
Product
Attitude
Study 2: washing machines
Product
experience
Country: climate
Country: nature
People: competence
People: creativity
Feelings (pos/neg)
attributes
 hedonic
 utilitarian
Product
Attitude
Extending the measure of country image
Country: climate
Country: nature
 experience
 distance
 relationships
People: competence
People: creativity
Attitudes &
behaviors
Country: ….
Country: ….
with Ministry of Foreign Affairs:
Track image in ±15 countries
Practical relevance

mapping country image

reveal deeper (“secondary”) meanings

compare with others (a/o determine unique associations)

design and track marketing communications

current extension:
Generalization for Dutch Ministry of Foreign Affairs
To track Dutch image in 15 countries, follow up in 2010
Features of associations - A
Features of associations
Secondary associations:
associations of associations
Example:
Switzerland - Mountains
Mountains – pure air, natural
Features of associations - B
Features of associations
Resonance:
Country evokes association, BUT:
Does association evoke country?
Examples ?:
Tulips - Netherlands
Wine – France
Features of associations - C
Features of associations
Interconnections of associations:
Enhance consistency, improve image
Example:
France – Sun
France – Wine
France - Savoir-vivre
But also:
Wine- sun & Wine- “Savoir-vivre”
Improving country images?

Dutch tomatoes in Germany: “Wasserbomben”

How to improve?
Modest (we’re working on it, they are better than they used to be)
or … Extreme claims (beste taste, most natural)
Verlegh, Steenkamp & Meulenberg 2005 –
International J. of Research in Marketing
Ad - modest
Tomaten aus Holland heissen von nun ab Hollandia
Tomaten. Beim Anbau von Hollandia Tomaten wird auf
Natur und Umwelt geachtet. Mit Hilfe von natürlichen
Mitteln sorgt der niederländische Bauer für ein
Qualitätsprodukt. Hollandia Tomaten haben einen
guten Geschmack und Aroma. Forschung weist auf,
dass 6 von 10 Konsumenten Hollandia Tomaten
Die schmackhafteste Verwöhnung von Mutter Natur
+
schmackhafter finden als andere Tomaten.
Hollandia Tomaten:
Schmecken beinah so gut wie Tomaten aus
eigenem Garten…
Ad - extreme
Die schmackhafteste Verwöhnung von Mutter Natur
+
Tomaten aus Holland heissen von nun ab Hollandia
Tomaten. Beim Anbau von Hollandia Tomaten wird
mehr als in jedem anderen country auf Natur und
Umwelt geachtet. Mit Hilfe von natürlichen Mitteln sorgt
der niederländische Bauer für ein Qualitätsprodukt
ohne gleichen. Hollandia Tomaten haben einen unübertroffen vollen Geschmack und ein reiches Aroma.
Forschung weist auf, dass 9 von 10 Konsumenten
Hollandia Tomaten viel schmackhafter finden als
andere Tomaten.
Hollandia Tomaten:
Schmecken so gut wie Tomaten aus eigenem
Garten…
Study design

2 x 2 x 2 factorial design = 8 different ads/surveys
 claim strength (modest vs. extreme)
 country of origin (Netherlands vs. Spain)
 Motivation (low vs. high = method-factor)

751 German consumers, “between subjects”

Effect on purchase intention
Conclusion
Table 1:
Purchase intention for tomatoes
HOLLANDIA
SPANIA
Low
High
Low
High
involvement
involvement
involvement
involvement
Modest
68.5
61.6
46.0
56.1
Extreme
64.3
65.6
54.4
52.1
Conclusion
Table 1:
Purchase intention for tomatoes
HOLLANDIA
SPANIA
Low
High
Low
High
involvement
involvement
involvement
involvement
Modest
68.5
61.6
46.0
56.1
Extreme
64.3
65.6
54.4
52.1
Conclusion
Table 1:
Purchase intention for tomatoes
HOLLANDIA
SPANIA
Low
High
Low
High
involvement
involvement
involvement
involvement
Modest
68.5
61.6
46.0
56.1
Extreme
64.3
65.6
54.4
52.1
Summary
1.
COO is relevant, but only if the consumer is (made) aware
2.
Country image is stored as an associative network.
Associations can be measured and used for positioning
and for designing/tracking communication
3.
When influencing country image, boomerang effects for
over- & underclaiming may occur, especially when
involvement is high.