AN INTERNATIONAL COMPARATIVE-ANALYSIS OF CONSUMER ATTITUDES TOWARD CANADA AND CANADIAN PRODUCTS

The international competitiveness of Canadian products is examined from the point of view of consumers in comparison to the images of other major exporting nations, based on an eight-country survey. The study used for the first time specific attitude measures for the countries of origin and their people, in addition to the product measures that are commonly used in this field of research. The international profile of Canadians is found to differ considerably from the profile of Canadian products, which have a weaker image than their international competitors in this study. Implications for international marketing theory and the strategies of Canadian firms are discussed.