Conceptualizing the country of origin of brand

With the globalization of international trade, consumers today are faced with a proliferation of products with multicountry affiliations (hybrid products). As such it is likely that the country of origin of manufacture of a hybrid product is no longer the most important determinant in the evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualizing the country of origin of brand as an alternative evaluation tool. In particular, an earlier definition of country of origin is revisited for its emphasis on the country of brand. We have also highlighted the strategic, conceptual and practical relevance in the form of future research propositions. The managerial implications are also presented.