National stereotyping and consumer bias in favour of or against countries, based on their image, have been known to influence marketplace decisions. This work discusses the nature, role and influence of product-country images in international marketing strategy and consumer behaviour.

National stereotyping and consumer bias in favour of or against countries, based on their image, have been known to influence marketplace decisions. This work discusses the nature, role and influence of product-country images in international marketing strategy and consumer behaviour.