A conceptual model for country-of-origin effects

A product’s country-of-origin can directly influence brand loyalty, brand association, brand awareness and perceived quality respectively and therefore have an indirect impact on brand equity. This study proposes a conceptual model for evaluating the country-of-origin effect. An extensive review of the literature on country-of-origin effects and the potential drivers of country-of-origin perceptions is conducted. The country-of-origin effect can be driven by various factors including country image/national stereotypes, consumer ethnocentrism & animosity, involvement, consumers’ product familiarity and experience, and cultural difference. The limitation of this study is that it is based on a conceptual conclusion. Empirical evidence is needed to verify the proposed propositions. This conceptual model of country-of-origin can significantly add value in international marketing and brand management.