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Journal of Marketing Theory and Practice Volume 13, 2005 - Issue 4: Special Issue: Globalization and Its Marketing Challenges
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Original Articles

Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?

Julie M. PharrTennessee Technological UniversityView further author information
Pages 34-45 | Published online: 30 Nov 2015
 
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Abstract

This paper presents a holistic model of country-of-origin (COO) influence based on a narrative review of empirical studies of country-of-origin evaluations conducted from 1995-2005 when significant structural changes were occurring in international markets. The model depicts COO evaluations as subject to a number of culturally-derived antecedents and moderated by both product-based and individual consumer factors. In addition, the model shows holistic brand constructs such as brand image to moderate the effect of COO on product quality evaluations and purchase intentions.

Additional information

Notes on contributors

Julie M. Pharr

Julie M. Pharr (D.B.A., Mississippi State University), Professor of Marketing, College of Business, Tennessee Technological University, Cookeville, TN, [email protected]

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