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Product Ethnicity

Part 6. International Marketing

  1. Jean-Claude Usunier

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06051

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Usunier, J.-C. 2010. Product Ethnicity. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. University of Lausanne, Lausanne, Switzerland

Publication History

  1. 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;
  • familiarity;
  • involvement;
  • collectivism