Purpose – Aims to view two key issues, the importance of country-of-origin (COO) and perceptions of individual brands across different segments of consumers, and whether price cutting helps overcome negative perceptions.Design/Methodology/Approach – Uses conjoint methods to investigate...

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...

Successful exporting to East Asian markets requires a good understanding of how consumers view products from various countries. But the country-of-origin effect is likely to differ among different segments in any country. The study reported here shows that, for beer, people in different...

Little research has been done on partitioned country of origin effects on consumer expectations about services. This study investigates the hierarchy of country image associated with service expectations about life insurance across different dimensions of country of origin: service brand,...

Educational services are becoming increasingly internationalized, but little research has been done on country of origin effects on student expectations toward such services. This study investigates country image associated with service expectations toward international programs in business...