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Country of origin research revisited: seeking new methods and variables

Country of origin research revisited: seeking new methods and variables

In this ebook ‘Country of Origin’ (COO) is revisited as a marketing research topic, specifically examining its role in consumer and organization behavior. There is also interest in how to build marketing strategies taking advantage of COO. In the past, literature related to COO stemmed from a marketing perspective, investigating methods, variables, and ways to approach COO. However, a closer look reveals that there are various dimensions of COO, affecting consumer evaluation and consumer behavior. This ebook includes ten research papers written by 25 authors. The articles provide insights to create potential marketing strategies, the role of brand awareness, and brand preference in the context of COO concept.


A store brand’s country-of-origin or store image: what matters to consumers?,Buy-national campaigns: congruence determines premiums for domestic products,COO vs ROO: importance of the origin in customer preferences towards financial entities,Country of origin and ethnocentrism in the context of lateral, upward and downward migration,Country of origin effects in international marketing channels: How overseas distributors account for the origins of products and brands,Country of origin effects on brand image, brand evaluation, and purchase intention: a closer look at Seoul, New York, and Paris fashion collection,Drawing negative inferences from a positive country-of-origin image: consumers’ use of COI and price levels to assess counterfeit drugs,Guest editorial,Inconsistencies in the behavioural effects of consumer ethnocentrism: the role of brand, product category and country of origin,The effect of COO on retail buyers’ propensity to trial new products,The EU as superordinate brand origin: an entitativity perspective

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