Measuring a multi-dimensional construct: Country image

The procedures and results obtained in developing a scale to measure the multi-dimensional construct of country image imply that constructs used in international marketing research are scalable and that they can meet precise measurement criteria.

Abstract

This study presents the procedures and results obtained in developing a scale to measure the multi-dimensional construct of country image. This effort intends to serve two purposes. First, it is likely to explicate many aspects of how product evaluations are affected by country image and, therefore, has theoretical as well as managerial implications. Second, a valid operational measure may help resolve some of the methodological and conceptual issues raised in the area of country of origin effects research. Tests of internal reliability and validity were conducted across different countries and samples to assess the strength of the final 14-item scale. The results imply that constructs used in international marketing research are scalable and that they can meet precise measurement criteria.