“…Several studies (see Ahmed et al, 2004;Coskun & Burnaz, 2016;D'Astous & Ahmed, 1999;Eng et al, 2016;Ettenson, 1993;Ettenson et al, 1988;Godey et al, 2012;Ho et al, 2018;Jegethesan et al, 2012;Lang & Crown, 1993;Montanari et al, 2018;Okechuku, 1994;Srinivasan et al, 2004;Veale & Quester, 2009) employed price as a competing variable to COO and its subcomponents (country of design, country of parts, country of assembly, country of manufacture, country of brand/brand origin) in order to verify its relative importance associated with these cues, instead of considering this concept a consequence of COO. Overall, their conclusions indicated that price is a more important information than country of origin to consumers' decisions, without demonstrating the size of the effect.…”