Introduction to the Country of Origin Effect in International Marketing Strategies

Giovanna Pegan, Donata Vianelli and Patrizia de Luca
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Giovanna Pegan: University of Trieste
Donata Vianelli: University of Trieste
Patrizia de Luca: University of Trieste

Chapter Chapter 1 in International Marketing Strategy, 2020, pp 1-21 from Springer

Abstract: Abstract This chapter is aimed at providing an initial theoretical framework on the theme of the country of origin (COO) from the company’s perspective. This chapter also describes the objectives of the volume and the methodology of the research. After a brief introduction on the complexity of the COO effect on consumer purchasing behavior in international markets, the chapter clarifies the particular analytical perspective of the volume and illustrates its aims. The chapter then explains the research questions that guided and inspired this theoretical and empirical investigation and summarizes the methodology used in this study.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-030-33588-5_1

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DOI: 10.1007/978-3-030-33588-5_1

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