Content area
Abstract
While an extensive body of past research among consumers indicates that product country image (PCI) influences their behaviour, there have been virtually no studies of whether and how practitioners use PCI cues in marketing strategy. This thesis is part of a larger research project on PCI from the marketing management perspective and focuses specifically on the use of PCI in advertising. Drawing on a large-scale content analysis of advertisements in Canadian and American business, news, fashion, and lifestyle magazines, the frequency, intensity, and strength of PCI usage was measured and found to be significant. Limitations in existing classification schemes for products, appeals, and execution styles that are necessary for this type of analysis were identified and new classifications were developed and presented. The thesis concludes by outlining the benefits and limitations of the study and suggests directions for future research.
