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Published in:
2015 | OriginalPaper | Chapter
The Country of Origin: A Category-Based Process
Authors : Hanjoon Lee, Chankon Kim, Thomas Ford
Published in: Proceedings of the 1998 Multicultural Marketing Conference
Publisher: Springer International Publishing
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As many companies move towards internationalization and trade barriers disappear, international marketing research becomes more important Early research investigated what kind of product
images
(i.e. stereotypes) consumers (primarily North American) held toward various products from different countries (Cattin et al. 1982; Nagashima 1970; Narayana 1981). The majority of the studies indicated that consumers revealed source-country-related biases towards products imported from foreign countries
in general
. However, the main focus of the early COO studies investigating the images of the COO was on the
effect
.