This paper analyzes the theoretical concept of country of origin as a brand and its influence on brand image of products originating from a particular country. It reviews the role of the media in establishing the perception of country of origin in general and its potential use as a tool...

This paper will analyze theoretical concept of country of origin as a brand and its influence on brand image of products originating from the country. It will deeper review the role of media in establishing the perception of country of origin in general and its potential use as a tool...

The image we have about a country has a huge impact on how we view it as a tourist destination, a place to invest in, or a place to buy the brands we love from. In today's globalised market the battle for tourism, exports, and inward investment is extremely intense as brands have become more and...

Previous research has shown that consumers in developed countries display a high level of consumer ethnocentrism by prioritizing local products over foreign manufactured ones. Paradoxically, it is generally believed that consumers from developing countries, and least developed countries, are...

Legitimacy is fundamental to business internationalization and access to new markets. This variable is particularly important for emerging market multinationals (EMNEs) as they face numerous obstacles, including the information that consumers in the host country have about these companies in...

Prior studies intensively rely on lifestyle segmentation to investigate the patterns of purchase and consumption decisions. However, the literature does not specifically relate lifestyle profiles with the types of consumer decisions (i.e., purchasing vs. consumption decisions). Therefore, this...

This research analyzes the marketing potential of "made in Europe", which has been little studied in literature on country of origin to date. In particular, the paper shows under what conditions a brand like "made in Europe", may be a viable alternative to the nation brand. To this end, two...

Legitimacy is fundamental to business internationalization and access to new markets. This variable is particularly important for emerging market multinationals (EMNEs) as they face numerous obstacles, including the information that consumers in the host country have about these companies in...

The research aims to join the limited knowledge about COO perceptions of Black Sea regional consumers with the examples of the selected countries. Studies on foreign product perceptions are still scarce about this region. In the consequences of radical reforms to adopt free market system,...

Central Europe, due to its history, is not perceived as a region from which a luxury brand could originate while luxury is traditionally connected to Western European countries (such as France, Italy or Switzerland). Country of origin (COO) plays an important role in perception of any brand but...