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Do you know COO? An explorative perspective on consumers’ country-of-origin knowledge

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Abstract

For over six decades, academics have assessed the impact of a brand’s origin on consumers’ perceptions, product evaluation, willingness to buy, etc. (For literature on COO research and selected papers see Bilkey and Nes 1982; Johansson et al. 1985; Maheswaran 1994; Peterson and Jolibert 1995; Verlegh and Steenkamp 1999; Liefeld 1993; Papadopoulos and Heslop 1993; Baughn and Yaprak 1993; Al-Sulaiti and Baker 1998; Gürhan-Canli and Maheswaran 2000; Srinivasan and Jain 2003; Papadopoulos and Heslop 2003; Paswan and Sharma 2004; Dinnie 2004; Wilcox 2005; 2015; Josiassen and Harzing 2008; and Herz 2013). Through this research, the understanding of what COO actually is has continued to change since the 1950s (Usunier 2011). In its initial form, COO reflected a ‘made in’ designation indicating a product’s origin (Nebenzahl et al. 1997; Zhang 1996).

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Authors and Affiliations

  1. Kleinundpläcking Markenberatung GmbH, Sophienstraße 25, 10178, Berlin, Deutschland

    Dr. Marc Herz

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  1. Dr. Marc Herz
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  1. FB Wirtschaftswissenschaften, Hochschule Koblenz, Koblenz, Germany

    Holger J. Schmidt

  2. FB Wirtschaftswissenschaften, Hochschule f. Wirtschaft u. Recht, Berlin, Germany

    Carsten Baumgarth

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Herz, M. (2015). Do you know COO? An explorative perspective on consumers’ country-of-origin knowledge. In: Schmidt, H., Baumgarth, C. (eds) Forum Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10055-1_7

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  • DOI: https://doi.org/10.1007/978-3-658-10055-1_7

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