The goal of this research is to identify the different components of the South American country images. The work done is exploratory and of qualitative nature, since the intention is to analyze the perception of the consumers from countries having high or weak knowledge about the targeted countries. The sample was not probabilistic and we used a structured survey with open and closed questions for collecting information. The results show that the country image displayed by the targeted countries have different components rather than only one. No single element was identified that stands out in the country image of the examined countries.
- Country image
- Country of origin effect