Advancing the country image construct -- A commentary essay

Saeed Samiee

Journal of Business Research, 2010, vol. 63, issue 4, 442-445

Abstract: This article provides a review of the study by Roth and Diamantopoulos (2009), "Advancing the country image construct," with a view towards highlighting the gaps in the broader country-of-origin literature. The literature mostly ignores pivotal points that should influence both the direction and the design of country-related research in international marketing. At least six key considerations in country-of-origin research deserve concurrent attention in future studies. They include: (1) the globalization of markets, (2) ecologically appropriate designs, (3) country-of-origin knowledge, saliency, and use, (4) labeling practices and requirements, (5) a focus on appropriate segments, and (6) the role of country of origin in foreign direct investment process. This commentary essay explores these issues with a view towards enhancing the relevance, ecological validity, and the quality of future research efforts.

Keywords: Country-of-origin; research; Globalization; Country; image; Brand; origin (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:4:p:442-445

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