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



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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© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Kleinundpläcking Markenberatung GmbHBerlinDeutschland

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