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

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 "foreign-domestic" and "country 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.