<p>This study investigates how cognitive and affective associations shape the country images of Spain and Portugal across five nations: the United States, Canada, the United Kingdom, France and Germany. Using a sequential mixed-method design, 5000 respondents (1000 per country) provided up to three free word associations for each country. Associations were, coded, and grouped into dimensions, which were then classified as cognitive (knowledge-based) or affective (feeling-based). Dimension salience was then compared within countries using non-parametric related-samples tests (McNemar) to derive rankings, and cross-national differences in cognitive versus affective use were assessed via χ² tests. Across markets, image content is dominated by cognitive descriptors—especially food and wine, climate, geography/landscape, and heritage - while affective associations (positive feelings/adjectives) are less frequent but more salient in North America. European respondents, particularly in the UK and France, rely more on tangible, tourism-consumption cues, consistent with greater familiarity and proximity, whereas North Americans show a more diffuse image and stronger affective heuristics. France uniquely links Portugal to the Portuguese emigrant community, illustrating how diaspora visibility can shape country imagery. Overall, the findings emphasize that country image is shaped by context and suggest that place and destination branding should balance attribute-focused messaging with emotionally appealing content, especially considering market familiarity.</p>