Spaniards and Spanish product image amont the Chinese: implications for marketing strategies

Abstract

This article reports the results of an exploratory study among the Chinese about General Country Attributes (GCA) and General Product Attributes (GPA) in Spain. The objective of the research is to measure the images of the people and the products. Country and product image are important variables that help explain, and can also affect, the consumers’ readiness to buy. Having lived in or having visited the target country has a negative influence on the country-of-origin image. Women and young Chinese people share more leniency than men when judging the people and the products.