This study was designed to extend knowledge of cognitive processing of country of origin cues by reﬁning the concept of country image and investigating its role in product evaluations. Design/methodology/approach – Data were collected from residents of a large North American metropolitan. A total of 436 usable questionnaires were returned. Data analysis was conducted using the EQS structural equation modeling software Findings – We found that country image is a three-dimensional concept consisting of cognitive, affective, and conative components. We modeled the relationships among country image, product beliefs, and product evaluations, and found that country image and product beliefs affect product evaluations simultaneously regardless of consumers’ level of familiarity with a country’s products. Findings also indicated that the structure of country image inﬂuences product evaluations both directly and indirectly through product beliefs. Consistent with affect transfer theory, the results showed that when a country’s image has a strong affective component, its direct inﬂuence on product evaluations is stronger than its inﬂuence on product beliefs. Alternatively, when a country’s image has a strong cognitive component, its direct inﬂuence on product evaluations was smaller than its inﬂuence on product beliefs.