Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Usunier, J.-C. 2010. Product Ethnicity. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
In a globalizing world, products are increasingly stateless. Many products can be manufactured with a world-class technology, branded globally, and sold worldwide. However, consumers still make associations between products and countries, on the basis of objective information, language-based cues such as brand names, as well as commonly held stereotypes. Such associations reflect product ethnicity, which is based on country–product associations made by consumers with either product or country as initial stimulus, resulting in a combined two-way measurement.
- country of origin;
- product ethnicity;