A Meta-Analysis of Country-of-Origin Effects

Robert A Peterson and Alain J P Jolibert
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Robert A Peterson: The University of Texas at Austin
Alain J P Jolibert: Université des Sciences Sociales de Grenoble

Journal of International Business Studies, 1995, vol. 26, issue 4, 883-900

Abstract: This not reports a quantitative analysis of the country-of-origin (COO) effect. Based on fifty-two articles or papers containing sixty-nine independent studies and 1,520 effect sizes, an analysis of fifteen study characteristics revealed that country-of-origin effects are only somewhat generalizable. Using omega-squared as the measure of effect size, verbal product descriptions produced larger COO effect sizes than did the presence of an actual product. Likewise, single-cue studies produced larger COO effect sizes than did multiple-cue studies, and larger samples produced effect sizes that on average were greater than those produced by smaller samples. The size of an observed COO effect was a function of whether the dependent variables was a quality/reliability perception or a purchase intention; the average effect size of quality/reliability perceptions was .30, whereas the average effect size for purchase intentions was .19. Purchase intentions were most susceptible to methodological artifacts than were quality/reliability perceptions. Study findings selectively confirm and refute common beliefs regarding the impact of a country-of-origin cue on product perceptions and purchase intentions.© 1995 JIBS. Journal of International Business Studies (1995) 26, 883–900

Date: 1995
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