“Country of Origin” as Brand Element
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Diamantopoulos, A. and Zeugner-Roth, K. P. 2010. “Country of Origin” as Brand Element. Wiley International Encyclopedia of Marketing. 6.
- Published Online: 15 DEC 2010
During the past 40 years, the country-of-origin (CoO) effect, or the impact that cognitive, affective, and normative associations with a particular country have on product evaluations and purchase intentions, has been one of the most heavily researched areas in international marketing. At the same time, CoO research has been strongly criticized with some researchers questioning whether a CoO effect even exists. This article first provides a conceptual background to CoO effects, followed by a summary of key findings focusing in particular on CoO as brand element. Finally, recent criticism on the relevance of CoO research is discussed and its implications for future study on this topic are evaluated.
- country of origin;
- country image;
- country brand equity;
- country personality;
- multi-cue studies;
- product ethnicity;
- brand equity;
- global branding;
- country knowledge;
- brand-origin recognition accuracy