Country Image Scale

What it measures

A 14-item semantic differential measure of multidimensional country image applicable across any target country. The overall 14-item scale shows high reliability (alpha=0.895–0.950 across samples). Subscale alphas are more variable (0.56–0.89). Country image is conceptually distinct from country-of-origin product evaluations — it captures macro-level perceptions of a nation rather than product quality inferences. Validated across Japan, USA, India, and West Germany using six samples. Discriminant validity from country-of-origin product attitude measures demonstrated (correlations 0.18–0.51, all ns). Used in research on country branding, bilateral trade attitudes, and macro-environment assessments.

Response format

7-point semantic differential scales; items summed within dimensions or across all 14 for an overall composite. Higher scores reflect higher levels of the construct (most items require reverse coding except items 6 and 9).

Scale items

Political (5 items) — system of government, civic freedoms, literacy. 7-point semantic differential; higher scores = more favourable. Note: exact item-to-dimension assignments have some ambiguity in the original article.

• Democratic system — Dictatorial system
• Civilian government — Military government
• High literacy rates — Low literacy rates
• Free market system — Centrally planned system
• Existence of welfare system — Lack of a welfare system

Economic (5 items) — economic development, industrial base, standard of living. 7-point semantic differential.

• Economically developed — Economically underdeveloped
• Predominantly industrialized — Predominantly non-industrialized
• High labor costs — Low labor costs
• Stable economic environment — Unstable economic environment
• High standard of living — Low standard of living

Technological (4 items) — production capability, quality, and technology level. 7-point semantic differential.

• Mass-produced products — Handcrafted products
• Exporter of agricultural products — Importer of agricultural products
• Production of high-quality products — Production of low-quality products
• High level of technological research — Low level of technological research

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Most items require reverse coding such that higher scores reflect higher levels of the construct — exceptions are items 6 (High labor costs — Low labor costs) and 9 (Existence of welfare system — Lack of welfare system) where scoring direction is ambiguous. Exact item-to-dimension assignments are slightly unclear across Tables 2–4 and Appendix C in the original article. The 14-item composite is the most reliably used form (alpha 0.895–0.950). Subscales are less reliable individually.

Recommended companion scales

Citation

Martin, I., & Eroglu, S. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191–210.

Keywords