Towards a Theory of Country Image Effect on Product Evaluation

Key Results * This paper proposes an integrative-dynamic paradigm of country image (CIE) that explains how CIE influences product and brand perceptions and how these perceptions change over time. Six research propositions are given for testing the model. Theory and International Marketing The purpose of this paper is to propose a theoretical structure to what is known as country-of-origin effect. That there is a need for better paradigms in...