Country-of-Origin Effects and Corporate Reputation in Multinational Firms: Exploratory Research in Latin America

This paper describes an exploratory study of the relationship between a firm’s Country-of-Origin (COO) and public perceptions of multinational and domestic corporations operating in Latin America. Analyzing data from Reputation Institute’s 2012 Global RepTrakTM survey, we examined three research questions: First, does a firm’s country of origin predict public perceptions of the firm’s reputation? Second, does a firm’s county of origin predict...