Country of origin effects: a literature review

Khalid I. Al‐Sulaiti (PhD Student, Department of Marketing, University of Strathclyde, Glasgow, UK)
Michael J. Baker (Professor of Marketing, Department of Marketing, University of Strathclyde, Glasgow, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 June 1998


This paper provides a comprehensive review of the literature regarding the effect of country of origin on consumer perceptions of products and services. Results reveal that consumer perceptions differ significantly on the basis of product/service and country of origin. The country of origin may be an important element in the perceptions consumers have of products and services especially where little other information is known. However, the question of how much influence the country of origin provides in product and service evaluations remains unanswered and a number of other major issues have yet to be resolved. Directions for future research are developed.



Al‐Sulaiti, K.I. and Baker, M.J. (1998), "Country of origin effects: a literature review", Marketing Intelligence & Planning, Vol. 16 No. 3, pp. 150-199.




Copyright © 1998, MCB UP Limited

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