Toward a Universal Account of Country-Induced Predispositions: Integrative Framework and Measurement of Country-of-Origin Images and Country Emotions

Understanding how consumers use a product’s country-of-origin (COO) cue is fundamental to explaining their behavior in a globalized marketplace. While the study of COO is one of the most popular topics in international marketing, the ambiguity regarding its conceptualization, composite nature, operationalization, and measurement deserves further scrutiny. The authors propose an integrative framework that unites two separate areas of research on...