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

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationPERSPECTIVES ON INTERNATIONAL BUSINESS : Theories and Practice
EditorsJohn Kuada
Number of pages50
PublisherAdonis & Abbey Publishers
Publication date2016
Pages221-277
ISBN (Print)1909112550, 978-1909112551
Publication statusPublished - 2016

Keywords

  • Country of origin, brand perception, brands, developed country, transitional country

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