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Advancing the country image construct -- A commentary essay

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  • Samiee, Saeed
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    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 4 (April)
    Pages: 442-445

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:4:p:442-445

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Country-of-origin research Globalization Country image Brand origin;

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    Cited by:
    1. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    2. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.

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