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.

Keywords:

• Country brand
• hedonic product categories
• macro-country image
• micro-country image