Country of origin effect on brand perception: A systematic review of the literature from the last two decades (1993-2013)

During the past two decades there has been a substantial amount of empirical evidence on the country of origin phenomenon. However, marketing scholars have different perspectives and views on how the country of origin effect has impacted the brand perceptions of consumers. This paper presents an extensive review of the literature on the COO effect and traces the conceptual development of the country-of-origin construct in order to provide scholars and practitioners with a critical appraisal of the existing research on this topic. By following the grounds of the systematic literature, this study seeks to establish a solid base for country-of-origin research review.