Purpose – Extensive research has shown that country‐of‐origin (COO) information significantly affects product evaluations and buying behavior. Yet recently, a competing perspective has emerged suggesting that COO effects have been inflated in prior research and even that the COO concept...

Purpose – The purpose of this paper is to present a rejoinder. The rejoinder is written in response to the commentaries provided by Saeed Samiee and Jean‐Claude Usunier on the authors’ original research piece: “‘What? I thought Samsung was Japanese’: accurate or not, perceived...