Can Country Image Change after Likable Incident? The Case of Chile Miners’ Rescue Operation and the Middle East Consumers

Country image plays a key role in influencing consumers’ perceptions towards products originating from foreign countries. Economic and commercial relations between countries in the Middle East region and South America have improved strongly in the last decade. However, there is a dearth of studies conducted in the Middle East countries regarding products sourced from South American countries. This study aims to explore how Chile miners’ rescue operation has been perceived by Jordanians and how it has influenced the country image of Chile. The study examines the influence of demographic variables and openness to other cultures on the attitudes of Jordanian consumers towards Chile miners’ rescue operation. A survey was conducted in the spring of 2011 to collect data from Jordanian consumers. Data were collected from 154 Jordanian customers. The results showed that Chile miners rescue operation has been admired most by Jordanian consumers who live in the capital of the country and by Jordanians who are more opened to other cultures.