Experiential nature of product-place images: image as a narrative

Abstract

This paper takes an interpretative approach to imagery related to country of origin and proposes a conceptual framework based on stereotyping and experientially constructed meaning. Countries and nations engender mythological narratives in other countries as they become part of the signification process concerning Aforeign-domestic@ and Acountry X-country Y@. This depth in meaning is best captured through an experiential approach. We suggest that the dimensions of place, product, market context and usage context are central to understanding contextualized product-place images (CPPIs). Furthermore, we suggest interpretive methodologies to assess CPPIs. Demonstration of the strength of this approach rests on ongoing empirical research.