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

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 subje...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 13; no. 4; pp. 34 - 45
Main Author Pharr, Julie M.
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.10.2005
Association of Marketing Theory and Practice
Taylor & Francis Ltd
Subjects
Brand image
Brands
Business models
Consumer advertising
Consumer behavior
Consumer psychology
Consumer research
Consumers
Ethnocentrism
Free trade
International markets
Manufacturing
Marketing
Marketing management
Modeling
North American Free Trade Agreement
Perception tests
Quality analysis
Rule of origin
Studies
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Summary: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.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2005.11658557