Abstract
This article validates the results of a study by Laroche, Papadopoulos, Heslop, and Bergeron (2003). In contrast to the original study that was carried out in Canada with English-speaking Canadians and French-speaking Canadians, this replication examines subcultural differences on country and product evaluations of German-speaking South Tyroleans and Italian-speaking South Tyroleans, who live in the most northern Italian region. Overall, it can be confirmed that country/region and/or nationality may not be a suitable proxy for culture and therefore may not be suitable variables for country-of-origin studies.