A Contemporary Country-of-Origin (COO) Framework: Conceptualizing, Evaluating and Measuring

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The purpose of this research attempts to extend prior work by revisiting the Country-of-Origin (COO) literature across disciplines, conceptualizing an updated COO construct, and linking COO to other marketing variables such as price, value, quality, sacrifice and satisfaction and proposing a rather comprehensive research framework. The findings indicate that consumers had different reactions to the COO effect in three scenarios. For instance, when purchasing wooden toys for infants, risks did have stronger effects on customer-perceived value and purchase intention.