“…Given that past research only offers evidence as to how cultural (Bartikowski et al, 2011;Jin et al, 2008), institutional (Heinberg et al, 2018;Sun, Paswan & Tieslau, 2016), or development-based (Jo, Kim, & Par, 2015) country factors influence signal effectiveness, this research offers a new perspective, specifically considering how the country of origin sustainability reputation (COSR) influences signal effectiveness. Fourth, by using secondary data integrating consumer perceptions and reputation signals, this research contributes to the debate on reconciling consumer-based brand equity (CBBE) and financial-based brand equity-as called for by scholars (e.g., Baalbaki & Guzmán, 2016;Nguyen, Dadzie, Davari, & Guzmán, 2015) and -building on recent scholarship (de Oliveira, Silveira, & Luce, 2015;Datta, Ailawadi, van Heerde, 2017).…”