International Research on the Country-of-Origin Effect in Marketing Communication

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The purposes of this research are to clarify, theoretically and empirically, the effect of the Country-of-Origin to the consumer product evaluations and purchase intentions, and the construction process of the Country-of-Origin, which affects consumer behavior. This research thinks primarily of the advertising communications in global market. The findings of this research are twofold. 1) The Country-of-Origin which has favorable images improves consumer product evaluations and purchase intentions only when the advertising contains strong message. And 2) the construction of made-In Images are situated with the relationship among various actors which involves in the project. Therefore, the relationship concept in marketing research would be suitable for understanding such a construction process.