National Stereotypes and Product Evaluations about Japan and the United States: A Hong Kong Perspective

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Journal of International Consumer Marketing




As competition between Japan and the United States for international market leadership becomes more intense, it becomes vitally important for both parties to stay abreast of their current country stereotypes and product evaluations in international markets. Perhaps the best side for conducting such an evaluation is a neutral trading nation that is familiar with products from either country. Such an analysis was conducted in one such market, Hong Kong, which has been described as possessing a “Westernized Chinese” culture. Using an expanding on a research design and instrument designed by Papadopoulos, Heslop, and Beracs (1990), this analysis finds that both Japan and the United States (as nations) as well as products from both countries (in terms of quality) are highly regarded by Hong Kong respondents. However, products of Japanese origin were evaluated more positively along dimensions related to promotion and distribution.