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“Country of Origin” as Brand Element

Adamantios Diamantopoulos · Katharina Petra Zeugner‐Roth

13 citations0/0 files storedWiley International Encyclopedia of Marketing

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research European Cultural and National Identity

Abstract

Abstract During the past 40 years, the country‐of‐origin (CoO) effect, or the impact that cognitive, affective, and normative associations with a particular country have on product evaluations and purchase intentions, has been one of the most heavily researched areas in international marketing. At the same time, CoO research has been strongly criticized with some researchers questioning whether a CoO effect even exists. This article first provides a conceptual background to CoO effects, followed by a summary of key findings focusing in particular on CoO as brand element. Finally, recent criticism on the relevance of CoO research is discussed and its implications for future study on this topic are evaluated.

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References

1999A review and meta-analysis of country-of-origin research 1989Country Image: Halo or Summary Construct?2008Advancing the country image construct 1965Product Bias in the Central American Common Market 2007Country image and consumer-based brand equity: relationships and implications for international marketing 2005Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations 2006Relevance in business research: the case of country‐of‐origin research in marketing 2006Positioning countries on personality dimensions: Scale development and implications for country marketing

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2015Country-of-Origin Effects and Corporate Reputation in Multinational Firms: Exploratory Research in Latin America 2024Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands*

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