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States that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products. Suggests a methodology for defining product value by consumers’ perception of brand and country image dimensions when sourced internationally. Brand‐country image profiles were factor analysed to provide dimensions of each brand‐country combination. Shows that consumer perception of product value changes, evidenced by brand‐country dimensions, as production is sourced internationally, and suggests a modified marketing strategy.

Two different questionnaire formats based on the semantic differential scale have been used in comparative image studies of countries. The authors test the reliability and validity of each format and find that though the two formats have nearly equal reliability, they are not equivalent. Country image studies that have different questionnaire formats may not be comparable, even if the scale items are the same.

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