Purpose
– The purpose of this study is to propose a unified model to connect the three subcomponents
of the country of origin (COO) with price, quality and consumer perceptions of or intentions regarding
a product. COO refers to the country with which a manufacturer’s product or brand is associated. COO
can be broken down into three subcomponents: the country of design, the country of assembly and the
country of parts.
Design/methodology/approach
– This study reviews the COO research that has been conducted in