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Introduction to the Country of Origin Effect in International Marketing Strategies

In: International Marketing Strategy

Author

Listed:
  • Giovanna Pegan

    (University of Trieste)

  • Donata Vianelli

    (University of Trieste)

  • Patrizia de Luca

    (University of Trieste)

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.

Suggested Citation

  • Giovanna Pegan & Donata Vianelli & Patrizia de Luca, 2020. "Introduction to the Country of Origin Effect in International Marketing Strategies," International Series in Advanced Management Studies, in: International Marketing Strategy, chapter 0, pages 1-21, Springer.
    • Handle: RePEc:spr:isichp:978-3-030-33588-5_1
    DOI: 10.1007/978-3-030-33588-5_1
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