The issue of country-of-origin product images has received considerable attention, but research usually focuses on consumers. The perceptions of retail buyers are equally important, because they make stocking decisions which determine which products customers will see. This study looks at...

This study investigates use of ‘made-in' country-of-origin information as a quality cue for a USA and a Japanese brand. We look at how consumers rate quality of a (hypothetical) calculator when informed that it is a Japanese brand, but was manufactured in either Japan, Korea, or the USA....