n a globalizing world, products are increasingly stateless. Many products can be manufactured with a world-class technology, branded globally, and sold worldwide. However, consumers still make associations between products and countries, on the basis of objective information, language-based cues such as brand names, as well as commonly held stereotypes. Such associations reflect product ethnicity, which is based on country-product associations made by consumers with either product or country as initial stimulus, resulting in a combined two-way measurement.