Purpose – The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions. Design/methodology/approach – This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers...

Purpose – The purpose of this paper is to provide an in‐depth examination of country‐of‐origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological...

Purpose – This paper aims to show that the congruency between the source of a product being evaluated and the commonly held perceptions of that product's association with a country of origin (COO) leads to a more positive evaluation of that product. Design/methodology/approach – This is an...