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The Effects of Macro and Micro Country Image on Consumer Brand Preferences

Abstract: This study aims to examine how the macro and micro image of Spain affect the preferences of European citizens about Spanish clothing and wine brands. A quantitative research method was developed using an electronic survey aimed at non-Spanish European citizens over 16?years old (298 valid responses were obtained). The results indicate that the micro country image at the specific product level is affected by the macro country image dimensions of technology, politics, society, and culture, as well as by the emotional dimension. Furthermore, micro country image is a key driver of consumer preferences for the two product categories.

 Autoría: Garcia-De los Salmones M.d.M., Herrero A., San Martin H.,

 Fuente: Journal of International Consumer Marketing , Volume 34, 2022 - Issue 2, Pages 137-150

Editorial: Taylor & Francis Group

 Año de publicación: 2022

Nº de páginas: 14

Tipo de publicación: Artículo de Revista

 DOI: 10.1080/08961530.2021.1922962

ISSN: 1528-7068,0896-1530