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...

Purpose Despite the well-established impact of consumer ethnocentrism (CET) on purchase intentions, extant literature offers limited evidence on actual purchase behaviour. The purpose of this paper is to address the gap by investigating the factors underlying variations in CET behaviour using...