A longitudinal analysis of country image and brand origin effects

Purpose The objective of this study is to offer a longitudinal examination of country image, consumers’ brand origin recognition accuracy, and how their effects on brand evaluations have evolved over the last decade. Design/methodology/approach The authors compare data gathered in 2020 against data gathered in 2008. Each data set consists of more than 500 American consumers evaluating approximately 12 different brands from three separate industries (i.e. auto, television, and fashion). Findings The findings indicate that country image can evolve over time and that its effect on brand evaluation persists even when inaccurate brand origin associations are made. The study offers meaningful insights for managers in understanding how brands’ country associations affect corresponding brand attitudes. Originality/value Significant research attention has been focused on the effects of country image. However, longitudinal analysis of the same research questions has been rare. This study offers a valuable comparison of how several important country-image related issues have evolved over time.