origin (COO) by consumers when choosing brands of durable goods. Design/methodology/approach In this paper a qualitative … for paying attention to the COO when choosing brands of durable goods, cognitive (rational), affective (emotional) and … normative factors have been identified, while among the reasons for ignoring the COO by consumers, the authors identified only …

Paper's objectives: The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO … from in-depth interviews and secondary sources. Findings: Companies from emerging markets neutralize the genuine COO in …