Purpose – Extensive research has shown that country‐of‐origin (COO) information significantly affects product evaluations and buying behavior. Yet recently, a competing perspective has emerged suggesting that COO effects have been inflated in prior research and even that the COO concept...

Literature has not reached a consensus on how the firm and industry effects influence the stock price performance of publicly-traded companies over time. Based on the premise of significant changes in the stock price performance of companies listed on Sao Paulo Stock Exchange (Bovespa) in recent...