Country-of-origin effect

The country-of-origin effect (COE), also known as the made-in image and the nationality bias,[1] is a psychological effect describing how consumers' attitudes, perceptions and purchasing decisions are influenced by products' country of origin labeling, which may refer to where: a brand is based, a product is designed or manufactured, or other forms of value-creation aligned to a country.[2] Since 1965, it has been extensively studied by researchers.[3]

  1. ^ Cai, Yi (2002). Country-Of-Origin Effects on Consumers' Willingness to Buy Foreign Products: An Experiment in Consumer Decision Making (PDF) (Master's thesis). The University of Georgia. Archived from the original on 2014-05-09.
  2. ^ Johnson, Zachary S.; Tian, Yichao; Lee, Sangwon (2016). "Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers' product evaluations?". Journal of Brand Management. 23 (4): 403–418. doi:10.1057/bm.2016.13. S2CID 167886281.
  3. ^ Keith, Dinnie (2003). "Country-of-Origin 1965-2004: A Literature Review" (PDF). Brand Horizons. Archived (PDF) from the original on 12 October 2013. Retrieved 5 October 2013.[self-published source?]