Purpose: It has been suggested that the most potent form of the country-of-origin effect is derived from a country having a perceived specialization in a particular product category. By subjecting a novel conceptualization of how products and places form images in conjunction to experimental trial the evaluative pertinence of different facets of interrelation between country image and product categories is examined. Design/Methodology/Approach: A psychometric test-series, featuring a large number of brands from various product categories and countries was conducted. The results were subjected to structural equation modeling using a partial least squares approach. Findings: The findings suggest that the country-of-origin effect can be thought of as being derived simultaneously from several different image constructs, ranging from general to category-specific. These images generate country-of-origin effects in aggregation and the evaluative influence increases with the degree of specificity of how the image construct applies to a specific evaluation situation. Originality/Value: The present study represents an attempt to discern the relative size of the country-of-origin effects derived from different facets of the relationship between a country image and product categories. The results provide a tentative answer to the question of just how much product categories matter in the context of the country-of-origin effect.

• Mikael Andéhn(Stockholm University)
• Mats E. Nilsson(Stockholm University)
• Fredrik Nordin(Stockholm University)