Skip to main content
SpringerLink
Log in

Research on country-of-origin perceptions: review, critical assessment, and the path forward

  • Review Article
  • Published:
Journal of International Business Studies Aims and scope Submit manuscript

Abstract

Despite the volume of research and significant advancements in the country-of-origin (CO) area, the topic remains contentious in two key areas. One area is the presence of tensions and contradictions associated with origin-related research. The second relates to an over-reliance on relatively narrow theories that can neither address disparities nor capture a range of CO ecosystem considerations critical to the effective use of results in addressing firm-level planning and outcomes. Our examination of the business-to-consumer CO literature details the characteristics of published work and highlights the substantive contributions of the 50 most influential publications, with the overarching goal of accommodating meaningful future research. We examine 417 journal articles (551 studies) published from 1962 to 2022 to extract important granular characteristics of the literature and to summarize the findings of the most influential CO contributions. We also report the results of two surveys of academic researchers and US exporters and importers examining CO’s role in research and practice. Finally, we propose a theoretical lens, the paradox theory, as a basis for considering and framing competing aspects of the CO ecosystem and recommend the use of multilevel modeling to link future studies to marketing strategy and performance outcomes, thus advancing CO research.

Plain Language Summary

The research study examines the effect of a product's country of origin (CO – the country where a product is made) on consumer behavior. Despite thorough research on this subject since the 1960s, there are still areas of uncertainty regarding how consumers perceive products and brands from different countries, and how these perceptions guide their purchasing choices. The study's goal is to critically evaluate existing research on CO effects on consumer behavior and to provide summaries of the top 50 most influential contributions. The study conducted a thorough review of published research on CO effects, supplemented by two surveys to gather the opinions of both CO researchers and industry professionals. The research examines the theoretical foundations of the CO literature, key methodological aspects of CO research, major empirical findings on the topic, and offers suggestions for future research. To identify and extract prior CO articles, the study utilized several key datasets, including ABI Global, EBSCO, Scopus, and the Web of Science. In general, CO research shows that consumers have different perceptions of products and brands from different countries, which can guide their purchasing decisions. However, there are ongoing questions and concerns about the precision and relevance of CO research, including weak or nonexistent theoretical and conceptual framing, conflicting findings, and limited managerial relevance. The study asserts that the CO literature lacks a comprehensive theoretical framework that includes competing aspects within the CO ecosystem. The research concludes that future CO studies should incorporate consumer sentiments that are linked to marketing strategy and performance outcomes. The study also suggests the use of multilevel conceptualizations that concurrently involve consumers, suppliers, and the context of the consuming nation, inclusive of marketing strategy elements and outcomes. The results of this research have substantial implications for researchers, managers, and policymakers in understanding and leveraging the effect of a product's country of origin on consumer behavior.

This text was initially drafted using artificial intelligence, then reviewed by the author(s) to ensure accuracy.

Résumé

Malgré le volume de recherche et les avancées significatives dans le domaine du pays d’origine (Country-of-Origin - CO), le sujet reste controversé sur deux aspects clés. Le premier réside dans la présence de tensions et de contradictions associées à la recherche portée sur l’origine. Le second est lié à une dépendance excessive des théories relativement étroites lesquelles ne peuvent ni aborder les disparités ni saisir une série de considérations liées à l’écosystème du CO essentielles à l’utilisation efficace des résultats dans la résolution de la planification et des conséquences au niveau de l’entreprise. Notre examen de la littérature du «Business-to-Consumer» CO détaille les caractéristiques des travaux publiés et met en lumière les contributions substantielles des 50 publications les plus influentes, et ce dans le but ultime de soutenir de futures recherches importantes. Nous examinons 417 articles scientifiques (551 travaux) publiés durant la période 1962–2022 afin d’extraire des caractéristiques granulaires importantes de la littérature et de résumer les résultats des contributions les plus influentes dans le domaine du CO. Nous spécifions également les résultats de deux enquêtes menées auprès de chercheurs universitaires et d’exportateurs et importateurs américains visant à examiner le rôle du CO dans la recherche et la pratique. Enfin, nous proposons une perspective théorique, la théorie du paradoxe, comme base pour considérer et encadrer les aspects concurrents de l'écosystème du CO, et nous recommandons l'utilisation d'une modélisation multiniveaux pour relier de futures recherches à la stratégie de marketing et aux conséquences en matière de performance, faisant ainsi progresser la recherche sur le CO.

Resumen

A pesar del volumen de investigación y los avances significativos del área de país de origen (CO por las siglas en inglés usada por los autores), el tema sigue siendo polémico en dos áreas clave. Un área es la presencia de tensiones y contradicciones asociadas con la investigación relacionada con el origen. La segunda se basa excesivamente en teorías relativamente restringidas que no pueden ni abordar disparidades ni capturar un rango de consideraciones críticas de ecosistemas de país de origen para el uso efectivo de resultados en abordar la planeación y los resultados a nivel de la empresa. Nuestro estudio de la bibliografía sobre el país de origen de las empresas y consumidores detalla las características de los trabajos publicados y destaca las contribuciones sustantivas de las 50 publicaciones más influyentes, con el objetivo general de dar cabida a futuras investigaciones significativas. Examinamos 417 artículos de revistas (551 estudios) publicados entre 1962 y 2022 para extraer importantes características granulares de la bibliografía y resumir las conclusiones de las contribuciones sobre país de origen más influyentes. También presentamos los resultados de dos encuestas realizadas a investigadores académicos y a exportadores e importadores estadounidenses, examinando el papel del país de origen en la investigación y la práctica. Por último, proponemos un lente teórico, la teoría de la paradoja, como base para considerar y enmarcar los aspectos contrapuestos del ecosistema del país de origen y recomendamos la modelación multinivel para vincular futuros estudios con la estrategia de marketing y los resultados de rendimiento, avanzando de esta manera la investigación sobre el país de origen.

Resumo

Apesar do volume de pesquisa e avanços significativos na área do país de origem (CO), o tema permanece controverso em duas áreas principais. Uma área é a presença de tensões e contradições associadas à pesquisa relacionada com a origem. A segunda diz respeito a uma dependência excessiva de teorias relativamente estreitas que não conseguem abordar disparidades nem captar uma série de considerações sobre o ecossistema do CO críticas para a utilização eficaz de resultados na abordagem do planeamento e dos resultados a nível da empresa. Nossa análise da literatura sobre CO entre empresas e consumidores detalha as características de trabalhos publicados e destaca as contribuições substantivas das 50 publicações mais influentes, com o objetivo geral de acomodar significativas pesquisas futuras. Examinamos 417 artigos de periódicos (551 estudos) publicados de 1962 a 2022 para extrair características granulares importantes da literatura e resumir as descobertas das contribuições mais influentes do CO. Também relatamos os resultados de duas pesquisas realizadas com pesquisadores acadêmicos e exportadores e importadores dos Estados Unidos que examinam o papel do CO na pesquisa e na prática. Finalmente, propomos uma lente teórica, a teoria do paradoxo, como uma base para considerar e enquadrar aspectos concorrentes do ecossistema de CO e recomendamos o uso de modelagem multinível para associar estudos futuros à estratégia de marketing e resultados de desempenho, dessa forma avançando a pesquisa de CO.

摘要

尽管在原产国 (CO) 领域有大量研究并取得了重大进展, 该主题在两个关键领域仍然存在着争议。其中一个领域是与起源相关的研究有冲突和矛盾。第二个与过度依赖相对狭隘的理论有关, 这些理论既不能解决差异又不能捕捉一系列的对于有效利用结果来解决公司层面的规划和成果至关重要的关于CO生态系统的考量。我们对企业对消费者的 CO 文献的研究详细介绍了所发作品的特征, 并强调了 50 种最有影响的出版物的实质贡献, 其总体目标是为有意义的未来研究提供支持。我们研究了 1962 至 2022 年间发表的 417 篇期刊文章 (551 项研究) , 以提取文献的重要细节特征, 并总结对 CO最具影响力的贡献的研究发现。我们还报告了两项针对学术研究人员和美国进出口商的问卷调查结果, 以考察CO在研究和实践中的作用。最后, 我们提出了一种理论视角, 即悖论, 作为考虑和框架 CO 生态系统竞争方面的基础, 并建议使用多层次建模将未来研究与营销策略和绩效结果联系起来, 从而推进 CO 研究。

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Notes

  1. The EU, for example, grants three geographic indications (GI) if a product has unique characteristics linked to a region: (1) protected designation of origin (PDO: food and wine), (2) protected geographical indication (PGI: food and wine), and (3) geographical indication (GI: spirit drinks). PDO has the strongest link to origin (e.g., Kalamata olive oil). PGI is associative based on the connection between a region and product (e.g., Bordeaux and Champagne) (European Commission, 2023).

  2. The Academic Journal Guide (Chartered Association of Business Schools) classifies most business publications, including about 70 marketing journals.

  3. Search terms are available from the authors upon request.

  4. We define an adapted theory as one that modifies its original form by taking into consideration the specific context (or problem) at hand, inclusive of the theory’s associated constructs.

  5. A recent collection of contributions by Al-Sulaiti and Al-Sulaiti (2023) is indicative of scholars’ attention to this gap in the CO literature.

  6. Although we commissioned 35 responses each from importers and exporters, Qualtrics delivered 13 additional responses (9 exporters and 4 importers).

  7. Group means for exporters and importers are not statistically different and are only slightly above the midpoint of our 7-point scale. However, importers’ means are invariably lower across all items (exporters = 4.70–5.34; importers = 4.05–5.15, where 1 = strongly disagree and 7 = strongly agree).

  8. We use “foreign-linked” to convey all origin-related associations with a product, brand, or service, inclusive of foreign ownership of locally produced products or brands, and service/tourism brands.

  9. The “overlapping demand theory” (Linder, 1961) asserts that greater similarity of end-user preferences across countries leads to greater similarity across products and services demanded and, hence, the greater the trade potential between nations.

  10. Some CO studies use “multilevel” to refer to consumer responses to, e.g., product and brand (e.g., Leonidou, Palihawadana, & Talias, 2007; Zhou, Yang, & Hui, 2010), but do not use multilevel designs.

References

  • Abdellah-Kilani, F., & Zorai, R. (2019). Brand Origin Recall Accuracy (BORECA): A new measure of brand origin salience. International Marketing Review, 36(3), 464–482.

    Google Scholar 

  • Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice Hall.

    Google Scholar 

  • Al-Sulaiti, K. I., & Al-Sulaiti, I. K. (2023). Country of origin effects on service evaluation. Doha, Qatar: Qatar University Press. Available at: https://qspace.qu.edu.qa/bitstream/handle/10576/49727/Country%20of%20origin%20Effects%20on%20Service%20Evaluation%20OA.pdf?sequence=3&isAllowed=y

  • Albaum, G., & Peterson, R. A. (1984). Empirical research in international marketing: 1976–1982. Journal of International Business Studies, 15(1), 161–173.

    Google Scholar 

  • Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80–95.

    Google Scholar 

  • Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39–71.

    Google Scholar 

  • Balabanis, G., Mueller, R., & Melewar, T. C. (2002). The human values’ lenses of country of origin images. International Marketing Review, 19(6), 582–610.

    Google Scholar 

  • Barney, J. B. (1996). Gaining and sustaining competitive advantage. Addison-Wesley.

    Google Scholar 

  • Bartikowski, B., Fastoso, F., & Gierl, H. (2019). Luxury cars Made-in-China: Consequences for brand positioning. Journal of Business Research, 102, 288–297.

    Google Scholar 

  • Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. E. B. M., & Ramachander, S. (2000). Effects of brand local/non-local origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9, 83–95.

    Google Scholar 

  • Bhaskaran, S., & Sukumaran, N. (2007). Contextual and methodological issues in COO studies. Marketing Intelligence & Planning, 25(1), 66–81.

    Google Scholar 

  • Bloemer, J., Brijs, K., & Kasper, H. (2009). The CoO-ELM model: A theoretical framework for the cognitive processes underlying country of origin-effects. European Journal of Marketing, 43(1/2), 62–89.

    Google Scholar 

  • Cakici, N. M., & Shukla, P. (2017). Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge. International Marketing Review, 34(3), 354–376.

    Google Scholar 

  • Denison, D. R., Hooijberg, R., & Quinn, R. E. (1995). Paradox and performance: Toward a theory of behavioral complexity in managerial leadership. Organization Science, 6(5), 524–540.

    Google Scholar 

  • Diamantopoulos, A., Florack, A., Halkias, G., & Palcu, J. (2017). Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model. Journal of International Business Studies, 48, 1023–1036.

    Google Scholar 

  • Diamantopoulos, A., & Zeugner-Roth, K. P. (2011). Country-of-origin as brand element. In D. C. Bello & D. A. Griffith (Eds.), Wiley International Encyclopedia of Marketing (Vol. 6, pp. 18–22). Wiley.

    Google Scholar 

  • Dichter, E. (1962). The world customer. Harvard Business Review, 40(4), 113–122.

    Google Scholar 

  • Eroglu, S. A., & Machleit, K. A. (1989). Effects of individual and product-specific variables on utilising country of origin as a product quality cue. International Marketing Review, 6(6), 27–41.

    Google Scholar 

  • European Commission. (2023). Geographical indications and quality schemes explained. EU Geographic Indication Rules. Accessed April 21, 2023.

  • Funk, C. A., Arthurs, J. D., Treviño, L. J., & Joireman, J. (2010). Consumer animosity in the global value chain: The effect of international production shifts on willingness to purchase hybrid products. Journal of International Business Studies, 41(4), 639–651.

    Google Scholar 

  • Gineikiene, J., Schlegelmilch, B. B., & Ruzeviciute, R. (2016). Our apples are healthier than your apples: Deciphering the healthiness bias for domestic and foreign products. Journal of International Marketing, 24(2), 80–99.

    Google Scholar 

  • Gong, W. (2003). Chinese consumer behavior: A cultural framework and implications. Journal of American Academy of Business, 3(1/2), 373–380.

    Google Scholar 

  • Graetz, F., & Smith, A. C. (2009). Duality theory and organizing forms in change management. Journal of Change Management, 9(1), 9–25.

    Google Scholar 

  • Håkansson, H., & Ford, D. (2002). How should companies interact in business networks? Journal of Business Research, 55(2), 133–139.

    Google Scholar 

  • Halimi, T. A., D’Souza, C., & Sullivan-Mort, G. (2017). Examining the role of empathy on third-country nationals’ foreign product purchase behavior: A study of the growing international boycott against Israel. International Marketing Review, 34(6), 760–786.

    Google Scholar 

  • Han, C. M. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26(2), 222–229.

    Google Scholar 

  • Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235–255.

    Google Scholar 

  • Herz, M. F., & Diamantopoulos, A. (2013a). Activation of country stereotypes: Automaticity, consonance, and impact. Journal of the Academy of Marketing Science, 41, 400–417.

    Google Scholar 

  • Herz, M. F., & Diamantopoulos, A. (2013b). Country-specific associations made by consumers: A dual-coding theory perspective. Journal of International Marketing, 21(3), 95–121.

    Google Scholar 

  • Herz, M. F., & Diamantopoulos, A. (2017). I use it but will tell you that I don’t: Consumers’ country-of-origin cue usage denial. Journal of International Marketing, 25(2), 52–71.

    Google Scholar 

  • Hofmann, D. A. (1997). An overview of the logic and rationale of hierarchical linear models. Journal of Management, 23(6), 723–744.

    Google Scholar 

  • Hu, Y., & Wang, X. (2010). Country-of-origin premiums for retailers in international trades: Evidence from eBay’s international markets. Journal of Retailing, 86(2), 200–207.

    Google Scholar 

  • Insch, A., & Jackson, E. (2014). Consumer understanding and use of country-of-origin in food choice. British Food Journal, 116(1), 62–79.

    Google Scholar 

  • Jo, M., Nakamoto, K., & Nelson, J. E. (2003). The shielding effects of brand image against lower quality countries-of-origin in global manufacturing. Journal of Business Research, 56(8), 637–646.

    Google Scholar 

  • Johansson, J. K., & Thorelli, H. B. (1985). International product positioning. Journal of International Business Studies, 16(3), 57–75.

    Google Scholar 

  • Josiassen, A., & Harzing, A. W. (2008). Descending from the ivory tower: Reflections on the relevance and future of country-oforigin research. European Management Review, 5(4), 264–270.

    Google Scholar 

  • Katsikeas, C. S., Madan, S., Brendl, C. M., Candler, B., Lehmann, D., Baumgartner, H., Weijters, B., Wang, M., Huang, C., & Huber, J. (2023). Commentaries on ‘Scale use and abuse: Toward best practices in the deployment of scales.’ Journal of Consumer Psychology, 33(1), 244–258.

    Google Scholar 

  • Kaynak, E., Kucukemiroglu, O., & Hyder, A.S. (2000). Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country. European Journal of Marketing, 34(9/10), 1221–1241.

  • Khanna, S. R. (1986). Asian companies and the country stereotyping paradox: An empirical study. Columbia Journal of World Business, 21(2), 29–38.

    Google Scholar 

  • Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62(1), 89–100.

    Google Scholar 

  • Kock, F., Josiassen, A., & Assaf, A. G. (2019). Toward a universal account of country-induced predispositions: integrative framework and measurement of country-of-origin images and country emotions. Journal of International Marketing, 27(3), 43–59.

    Google Scholar 

  • Kotabe, M., & Jiang, C. X. (2008). Contemporary research trends in international marketing: The 2000s. In A. Rugman (Ed.), Oxford Handbook of International Business, Ch. 17 (2nd ed., pp. 447–501). Oxford University Press.

    Google Scholar 

  • Kuhn, T. S. (1962). The structure of scientific revolutions. University of Chicago Press.

    Google Scholar 

  • Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96–115.

    Google Scholar 

  • Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). International marketing research: A state-of-the-art review and the way forward. In L. C. Leonidou, C. S. Katsikeas, S. Samiee, L. C. Leonidou, C. S. Katsikeas, S. Samiee, & B. Aykol (Eds.), Advances in global marketing: A research anthology (pp. 3–33). Springer.

    Google Scholar 

  • Leonidou, L. C., Palihawadana, D., & Talias, M. A. (2007). British consumers’ evaluations of US versus Chinese goods: A multi-level and multi-cue comparison. European Journal of Marketing, 41(7/8), 786–820.

    Google Scholar 

  • Liefeld, J. P. (2004). Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour: An International Research Review, 4(2), 85–87.

    Google Scholar 

  • Linder, S. B. (1961). An Essay on Trade and Transformation (pp. 82–109). Almqvist & Wiksell.

    Google Scholar 

  • Ma, J., Yang, J., & Yoo, B. (2020). The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia. Journal of Business Research, 108, 375–389.

    Google Scholar 

  • MacRoberts, M., & MacRoberts, B. (1989). Problems of citation analysis: A critical review. Journal of the American Society for Information Science, 40(5), 342–349.

    Google Scholar 

  • Magnusson, P., Westjohn, S. A., & Zdravkovic, S. (2011). “What? I thought Samsung was Japanese”: accurate or not, perceived country of origin matters. International Marketing Review, 28(5), 454–472.

    Google Scholar 

  • Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354–365.

    Google Scholar 

  • Mandler, T., Won, S., & Kim, K. (2017). Consumers’ cognitive and affective responses to brand origin misclassifications: Does confidence in brand origin identification matter? Journal of Business Research, 80, 97–209.

    Google Scholar 

  • Misangyi, V. F., Elms, H., Greckhamer, T., & Lepine, J. A. (2006). A new perspective on a fundamental debate: a multilevel approach to industry, corporate, and business unit effects. Strategic Management Journal, 27(6), 571–590.

    Google Scholar 

  • Molina-Azorín, J. F., Pereira-Moliner, J., & Claver-Cortés, E. (2010). The importance of the firm and destination effects to explain firm performance. Tourism Management, 31, 22–28.

    Google Scholar 

  • Nes, E. B. (2019). The role of country images in international marketing: Country-of-origin effects. In D. Ingenhoff, C. White, A. Buhmann, & S. Kiousis (Eds.), Bridging Disciplinary Perspectives of Country Image Reputation, Brand, and Identity (pp. 33–48). Routledge.

    Google Scholar 

  • Obermiller, C., & Spangenberg, E. R. (1989). Exploring the effects of country-of-origin labels: An information processing framework. In T. K. Srull (Ed.), Advances in Consumer Research, Vol. 16, pp. 454–459.

  • Ozanne, L. K., Phipps, M., Weaver, T., Carrington, M., Luchs, M., Catlin, J., Gupta, S., Santos, N., Scott, K., & Williams, J. (2016). Managing the tensions at the intersection of the triple bottom line: A paradox theory approach to sustainability management. Journal of Public Policy & Marketing, 35(2), 249–261.

    Google Scholar 

  • Peterson, R. A., & Jolibert, A. J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26, 883–900.

    Google Scholar 

  • Poole, M. S., & Van de Ven, A. H. (1989). Using paradox to build management and organization theories. Academy of Management Review, 14(4), 562–578.

    Google Scholar 

  • Roth, K. P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726–740.

    Google Scholar 

  • Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477–497.

    Google Scholar 

  • Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579–604.

    Google Scholar 

  • Samiee, S. (2011). Resolving the impasse regarding research on the origins of products and brands. International Marketing Review, 28(5), 473–485.

    Google Scholar 

  • Samiee, S., & Chabowski, B. R. (2021). Knowledge structure in product-and brand origin–related research. Journal of the Academy of Marketing Science, 49(5), 947–968.

    Google Scholar 

  • Samiee, S., & Leonidou, L. C. (2011). Relevance and rigor in international marketing research: Developments in product and brand origin line of inquiry. In S. C. Jain & D. A. Griffith (Eds.), Handbook of research in international marketing (pp. 68–87). Edward Elgar.

    Google Scholar 

  • Samiee, S., Shimp, T., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36, 379–397.

    Google Scholar 

  • Schooler, R. D. (1965). Product bias in the Central American Common Market. Journal of Marketing Research, 2(4), 394–397.

    Google Scholar 

  • Semaan, R. W., Gould, S., Chao, M. C., & Grein, A. F. (2019). “We don’t all see it the same way” The biasing effects of country-of-origin and preference reversals on product evaluation. European Journal of Marketing, 53(5), 989–1014.

    Google Scholar 

  • Sharma, P. (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42, 285–306.

    Google Scholar 

  • Shimp, T. A., Samiee, S., & Madden, T. J. (1993). Countries and their products: A cognitive structure perspective. Journal of the Academy of Marketing Science, 21(4), 323–330.

    Google Scholar 

  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.

    Google Scholar 

  • Smith, W., & Lewis, M. (2011). Toward a theory of paradox: A dynamic equilibrium model of organizing. Academy of Management Review, 36(2), 381–403.

    Google Scholar 

  • Usunier, J. (2011). The shift from manufacturing to brand origin: Suggestions for improving COO relevance. International Marketing Review, 28(5), 486–496.

    Google Scholar 

  • Usunier, J. C., & Cestre, G. (2008). Further considerations on the relevance of country-of-origin research. European Management Review, 5(4), 271–274.

    Google Scholar 

  • Vafeas, M. (2021). Client–agency briefing: Using paradox theory to overcome challenges associated with client resource deployment. Journal of Advertising, 50(3), 299–308.

    Google Scholar 

  • Verlegh, P. W. J., & Steenkamp, J. B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521–546.

    Google Scholar 

  • Zeithaml, V. A., Jaworski, B. J., Kohli, A. K., Tuli, K. R., Ulaga, W., & Zaltman, G. (2020). A theories-in-use approach to building marketing theory. Journal of Marketing, 84(1), 32–51.

    Google Scholar 

  • Zhou, L., Yang, Z., & Hui, M. K. (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202–218.

    Google Scholar 

  • Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54.

Download references

Author information

Authors and Affiliations

  1. University of Tulsa, Tulsa, OK, USA

    Saeed Samiee

  2. University of Cyprus, Nicosia, Cyprus

    Leonidas C. Leonidou

  3. University of Leeds, Leeds, UK

    Constantine S. Katsikeas

  4. Dokuz Eylül University, Izmir, Turkey

    Bilge Aykol

Authors
  1. Saeed Samiee
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Leonidas C. Leonidou
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Constantine S. Katsikeas
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Bilge Aykol
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Saeed Samiee.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Accepted by Masaaki Kotabe, Consulting Editor, 9 November 2023. This article has been with the authors for two revisions.

Supplementary Information

Below is the link to the electronic supplementary material.

Supplementary file1 (DOC 605 KB)

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Samiee, S., Leonidou, L.C., Katsikeas, C.S. et al. Research on country-of-origin perceptions: review, critical assessment, and the path forward. J Int Bus Stud 55, 285–302 (2024). https://doi.org/10.1057/s41267-023-00678-z

Download citation

  • Received:

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41267-023-00678-z

Keywords

Search

Navigation