Conceptualizing the country of origin of brand

    Research output: Contribution to journalJournal articlepeer-review

    90 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)159-170
    Number of pages12
    JournalJournal of Marketing Communications
    Issue number3
    Publication statusPublished - 2000

    Scopus Subject Areas

    • Business and International Management
    • Marketing

    User-Defined Keywords

    • Brands
    • Country Of Origin
    • Globalization
    • Hybrid Products


    Dive into the research topics of 'Conceptualizing the country of origin of brand'. Together they form a unique fingerprint.

    Cite this