Advancing the country image construct -- A commentary essay
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Saeed Samiee & Terence A Shimp & Subhash Sharma, 2005. "Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 379-397, July.
- Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
- Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
- K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.