By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in...

Purpose – The purpose of this paper is to test the applicability of product typicality in explaining the product‐specificity of country of origin (COO) effects. Design/methodology/approach – To help select stimuli used in the study, two dimensions of product typicality regarding COO images...