Lampert, Shlomo I.; Jaffe, Eugene D. - In: European Journal of Marketing 32 (1998) 1/2, pp. 61-78
Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.