Article2005

Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?

451 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence European Cultural and National Identity

Abstract

This paper presents a holistic model of country-of-origin (COO) influence based on a narrative review of empirical studies of country-of-origin evaluations conducted from 1995-2005 when significant structural changes were occurring in international markets. The model depicts COO evaluations as subject to a number of culturally-derived antecedents and moderated by both product-based and individual consumer factors. In addition, the model shows holistic brand constructs such as brand image to moderate the effect of COO on product quality evaluations and purchase intentions.

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References

1983Culture's Consequences: International Differences in Work-Related Values.1982Country-of-Origin Effects on Product Evaluations 1999A review and meta-analysis of country-of-origin research 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1995A Meta-Analysis of Country-of-Origin Effects 2000The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value 2004Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach

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