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The purpose of this paper is to clarify the three‐way interaction among product‐country image, product‐origin congruency and product involvement on consumers' product‐related evaluations and purchase intentions.

Data were gathered from 388 consumers in Australia across four different product classes. Data analysis was conducted using hierarchical regression analysis with three‐way interactions and a novel post hoc slope analysis is introduced to the marketing area.

Overall, the study findings suggest that the importance that consumers place on country‐of‐origin (COO) image when they evaluate products is contingent on the product context. Specifically, the study findings show that product‐country image, product‐origin congruency and product involvement interact on product evaluations and intentions such that product‐origin congruency plays a differentiating role for consumers in a low involvement situation, but a neutral role for consumers in a high involvement situation. Therefore, when a company deals with less‐involved customers, the COO image and the congruency of the product origins are particularly important issues. Conversely, when a company deals with more product‐involved customers, product‐origin congruency has no differential influence on their product evaluations and behavioural intentions to purchase.

An important extension to past research in the area is to provide analyses of the joint effects which may be different from their roles when investigated separately. The present paper represents the first empirical investigation of the three‐way interaction of product‐origin image, product‐origin congruency and product involvement on consumers' product‐related evaluations and behavioural intentions. Furthermore, the paper presents the first application in marketing research of a novel method for analysing three‐way interaction slopes.

This study's main objective is to analyse the role of the consumer's ethnocentrism as a potential segmentation basis and to detect product origin-sensitive groups. The relationship between the consumer's regional ethnocentrism, local and regional identity and corresponding valuation and purchase of food products from a region is also examined.

The responses of 358 consumers residing in two Spanish regions are analysed by means of a mediation analysis and a cluster analysis.

The results suggest the convenience of considering ethnocentric consumer tendencies, also at the regional level, when studying attitudes, valuation, information search and effective purchase of foods of diverse categories and origins.

The main contributions of this work derive from the assessment of consumer ethnocentrism at a subnational level (which is much less present in the literature) and the evidence of its usefulness for segmenting the market and detecting groups of origin-sensitive consumers, which can be useful to companies that produce and market food products in different regions.

A recent stream of research has focused on typicality associations – those that bring origins and products together. Most of the research has focused on typical products but atypical products have received very little attention, even though they are more and more present on the market. As it has yet to be reviewed, the relationship between intrinsic and extrinsic product cues and product evaluations is examined in this paper for typical and atypical origin products.

Wine was used as the stimulus, and consumer evaluations of typical and atypical wines were reviewed. Consumers were segmented based on their knowledge of the product category. French respondents (n = 370) participated in an online questionnaire regarding the product cues they found most important, depending on if the wine was from the New World or the Old World.

The results show that extrinsic cues are just as important as intrinsic cues in the evaluation of origin products, contrary to what prior research suggests. Furthermore, consumer knowledge moderates the evaluations of origin products; the results empirically confirms the theoretical country of origin – elaboration likelihood model (CoO-ELM) proposed by Bloemer et al. (2009) for atypical origin products, but show typical products are evaluated differently.

This is the first study that empirically tests the CoO-ELM and includes the added dimension of typicality. The results allow for a better understanding of consumer perceptions of origin products and their cues.

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.

The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.

This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.

Irrespective of the popularity of country-of-origin research in international marketing, no attention has been paid to effects which stem from the declaration of a product's local origin, like “Made in City X”. In this study, insights from country-of-origin research as well as exploratory qualitative studies are used to model determinants of preference for local products. Conjoint analysis results based on a sample of consumers from three neighboring cities in Germany show the importance of local origin for product preference. Structural equation analysis sheds first light on the mechanism of city-of-origin effects.

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.

A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.

Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.

This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as to analyze the moderating effects of traditional tea processing methods and the price of tea.

This study conducts two experiments by combining a simulated scenario with a questionnaire; overall, 383 and 678 valid samples were collected, respectively.

(1) The existence of GL is extremely important and will give consumers the perception of higher tea quality resulting in higher purchase intention. The tea’s production method and geographic location are strongly correlated. Thus, whether the tea is produced with traditional methods has a moderating effect on the place of origin, GL, and consumer response in study 1. (3) Different tea pricing has a moderating effect on the place of origin/GL and consumer response in study 2.

This study demonstrates the relationship between consumers' perception of tea GL, and their response helps to identify the difference between Eastern and Western tea culture, which can be used to help promote and market tea leaves. Multiple clues show a complementary effect between the place of origin and the GL on tea packaging. In addition, perception of the tea craftsmanship from the place of origin (long-term) and the price manipulation (short-term) have a moderating effect, which can be used to improve tea marketing design in academia and in practice.

The purpose of this paper is to analyze the different kinds of rules of origin included in the US‐Arab countries free trade agreements (FTAs), and suggest reform measures that should be adopted to ease the complexity and costs of rules of origin in these agreements.

The paper begins with a brief discussion of the concept of free trade, GATT/WTO, and the recently concluded FTAs between the USA and Arab countries. Then, the article analyzes in details rules of origin in the US‐Arab countries FTAs. The analysis includes, among other things, substantial transformation and value‐added tests, product‐specific processes, and other relevant rules of origin. The paper also addresses the documentations and procedures required to prove origin and the costs involved. Finally, the paper offers a set of conclusions and recommendations.

The paper argues that rules of origin in these FTAs are complex and protectionist and indeed could act barriers to trade. The paper suggests reforming these rules by liberalizing rules of origin for certain products that are subject to very low tariff rates, and implementation of – among other things, full cumulation and de minimis rules of origin.

The findings in the paper are important to policymakers, and any person interested in understanding the effects of rules of origin in trade agreements. It is hoped that the paper will assist officials in Arab countries who contemplate negotiating FTAs by providing them with insightful analysis of rules of origin in existing agreements.

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning. The paper conceptually characterizes the transference process and empirically tests the nature and extent of spillover effects of origin associations across multiple parent brands and extensions.

For the empirical testing of the conceptual model of transfer effects of origin associations we undertook a cross‐sectional consumer survey amongst a sample of 267 Norwegian respondents. Structural equation modelling was used to investigate the causal relationships between the latent exogenous and endogenous variables in the conceptual model.

The present study indicates that the global and local origin framework, first introduced by Steenkamp et al. in 2003, can explain the occurrence of reciprocal transfer of brand meaning across parent brands and extensions. The paper shows that global and local origin associations operate in a manner very similar to brand associations in the transference of perceptions. It finds that distinct origin associations influence the pre‐brand image and drive the forward effect on the attitude towards the extension as well as the subsequent backward effect upon the post‐brand image of the parent brand.

This paper reveals for the first time that distinct origin associations can initiate spillover effects across parent brands and extensions. This study is therefore an important step towards the generalizability of main brand extension studies to other contexts such as extensions of global brands.

Quality agricultural products are assuming an increasingly important role in European Union (EU) agricultural and food policies. The potential for differentiating quality products and services on a regional basis has been recognised and legislation has been introduced for protecting the geographical indications and designations of origin for agricultural products and quality foodstuffs. Today, marketing strategies for quality products attempt to explore these new opportunities, trying to build on the products’ reputation and the image of their region of origin. This study employs a dichotomous choice model to identify the socio‐economic characteristics that influence Greek consumers’ willingness to pay for an origin labelled wine. The results indicate that wine consumers’ willingness to pay varies only according to social and demographic characteristics. Furthermore, the mean willingness to pay was estimated using two alternative econometric specifications of the dichotomous choice model. We have found that non‐quality wine consumers are willing to pay double the price of a bottle of normal table wine if the alternative provides for a guarantee of the place of origin of the wine. Their decision is found to be dependent only upon education and affiliation with the place of origin. The model specifications are compared and useful conclusions referring to price policy for origin labelled wines and their marketing are drawn.