Effects of Individual and Product‐specific Variables on Utilising Country of Origin as a Product Quality Cue

Abstract

This article advances the country of origin research stream by addressing some of the theoretical and methodological issues given as limitations in past studies. A conceptual model based on the cue paradigm was developed to investigate the relative impact of country of origin as a quality indicator in a causal framework. Results indicate that the country of origin cue is indeed a significant indicator of product quality; however, its relative effect varies by product category as well as by certain individual and product variables.

Citation

Eroglu, S.A. and Machleit, K.A. (1989), "Effects of Individual and Product‐specific Variables on Utilising Country of Origin as a Product Quality Cue", International Marketing Review, Vol. 6 No. 6. https://doi.org/10.1108/EUM0000000001525