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.

Representative items

• Economically developed — Economically underdeveloped (Economic)
• Democratic system — Dictatorial system (Political)
• Predominantly industrialized — Predominantly non-industrialized (Economic)
• High level of technological research — Low level of technological research (Technological)
• High standard of living — Low standard of living (Economic)

Citation

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