Conceptual Review on Country of Origin Effect in International Markets
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 9
Abstract
Country of Origin (COO) is one of the most researched areas in the international marketing discipline. It identifies COO as a key variable in consumer decision making process. Most of the previous studies assumed effect of COO connects to brand perception and evaluations in international markets. The notion of COO is widely a connected concept whereas country perspectives and product contexts differently deal with it. There are different concepts and theories being discussed with the notion of COO. However, research insights prove newness and further research priorities are still found with COO depending on empirical arguments and complexities associated with the concepts. In line within, this papers reveals the concept of COO in relation to different theories and empirical contributions. A deductive method was employed and extensive literature review was carried out as the main research tool. An attempt was made to highlight cases and contextual explanations within. Authors discuss research insights and arguments found within COO. Finally, paper presents future research directions whilst specific attention is made on Sri Lankan context.
Authors and Affiliations
Wegapitiya B. M. A. C, Dissanayake D. M. R
Keywords
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