Effects of partitioned country image in the context of brand image and familiarity - A categorization theory perspective

This article examines the effects of brand image country image and familiar ity with both brand and country on consumer evaluation of binational brands . Specifically two sub-constructs of country image. overall image and produ ct specific image, and three different types of familiarity: product famili arity brand familiarity and country familiarity are identified and utilized . Hypotheses, based on categorization theory are developed and tested using a mail survey of a random sample of US households. The study shows that pr oduct specific image plays a mediating role between overall country image a nd consumer evaluation. With product and brand familiarity, moderate famili arity consumers utilize country-of-origin information less than low or high familiarity consumers. Likewise, with country familiarity consumers rely m ore on country-of-origin information than high familiarity consumers.