“…The micro-level image represents consumer perceptions of products from the country, while the macro image contains its economic, political, and cultural attributes. It can also be operationalized at the macro level with associations, such as country affinity (Maher & Carter, 2011;Oberecker & Diamantopoulos, 2011) and country warmth and competence (Barbarossa et al, 2018;Diamantopoulos, Florack, Halkias, & Palcu, 2017), and with personality stereotypes (Magnusson, Westjohn, & Sirianni, 2019). While both macro-and micro-level images can affect consumers' product evaluations, our study examines only the micro-level product-country image, which is a construct more related to brand globalness as a quality signal.…”