SYNTHESIZING COUNTRY -OF -ORIGIN RESEARCH FROM THE LAST DECADE: IS THE CONCEPT STILL SALIENT IN AN ERA OF GLOBAL BRANDS?

This paper presents a holistic model of country-of-origin (COO) influence based on a narrative review of empirical studies of country-of-origin evaluations conducted from 1995-2005 when significant structural changes were occurring in international markets. The model depicts COO evaluations as subject to a number of culturally-derived antecedents and moderated by both product-based and individual consumer factors. In addition, the model shows holistic brand constructs such as brand image to moderate the effect of COO on product quality evaluations and purchase intentions.