The Effects of Country-of-Origin on the Service Sector: A Multidimensional Approach

Abstract

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Antecedent Factors Impacting Country of Origin (COO): An Investigation into Food Provenance in China

“…According to Tse and Gorn (1993, p57), Country-of-Origin (COO) may be defined as "the country where a product is produced", however, the concept is equally applicable to services (Guilhoto, 2018;Maurya and Gupta, 2015), brands (Arora et al, 2015;Johnson et al, 2016;Porto and Soyer, 2018), and online as well as offline purchases (Zhao et al, 2019). It is a key concept in marketing because it may have a significant impact on consumer behavior and decision making as, for instance, Priyadarsini and Goodwin (2009) note the pride with which some consumers speak about their Swiss watch, French wine or German car and conversely, their reluctance to acknowledge that their mobile phone was made in South Korea.…”