1 Department of Marketing, Copenhagen Business School2 The University of Melbourne3 Australian Graduate School of Management4 The Isenberg School of Management, University of Massachusetts Amherst
Conceptualisation and Initial Empirical Test
National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study.
Journal of Consumer Behaviour, 2013, Vol 12, Issue 4, p. 253-266