In today's globalized markets a favorable country-of-origin image (CoI) has a considerable
impact on consumers' evaluation of products originating from different countries and …

Purpose The purpose of this paper is to review the literature on the country-of-origin (COO)
effect in the context of organic food and develop suggestions for further research in this area …

In this study, the authors examine the emergence of brand positioning strategies in
advertising that parallel the growth of the global marketplace. A new construct, global …

This study tested whether, among consumers in developing countries, brands perceived as
hav ing a nonlocal country of origin, especially from the West, are attitudinally preferred to …

This study uses a multidimensional unfolding approach to examine the preference patterns
of UK consumers for domestic products and those originating from specific foreign countries …

This paper integrates country-of-origin and global/local branding literatures to investigate
how country-and brand-specific factors influence consumer preferences. Drawing from the …

This paper examines the relationships between consumers' country-level and product-level
images of a country, and the equity they associate with a brand from that country, using …

This empirical study focusses on consumers' attitude to low‐involvement products, bread
and coffee, in a newly‐industrialized nation. Using data from 236 consumers in Singapore …

Country of origin has been identified in the literature as an important cue that might be used
by global marketers to influence consumers' valuation of the brand. Its effect on consumer …

In the current context of globalization, firms have concentrated their efforts on the
development of international brands. As a result, international brand portfolios have been …