The influence of the image of a product's region of origin on product evaluation

In the marketing literature, the influence of a place-of-origin indication on the evaluation of products has been studied with little consideration for the image of the place of origin as a separate construct. Although effects of a place-of-origin indication have been found, it is still unclear what components make up the image of a place of origin, and how they determine consumers' evaluations of products originating from that place. In this paper, we propose and empirically test a conceptual framework that addresses these issues. More specifically, we examine how the image of a region influences the perceptions of and preferences for products.