“…In addition, a number of researchers demonstrated that some developed countries enjoy a positive COM effect on their products (Cattin, Jolibert, & Lohnes, 1982;Darling & Wood, 1989;Gaedeke, 1973;Papadopoulos, Heslop, & Beracs, 1990), whereas others, such as Khanna (1986) and Krishnakumar (1974), have discovered that lessdeveloped countries suffer a negative influence from COM identification. However, the significance of the COM effect does not seem to be universal, as many researchers indicated that the effect depends on the type of country (Cattin et al, 1982;Nagashima, 1970), the type of product/product category (Bannister & Saunders, 1978;Kaynak & Cavusgil, 1983;Lumpkin, Crawford, & Kim, 1985;Roth & Romeo, 1992), and the type of consumer (Anderson & Cunningham, 1972;Eroglu & Machleit, 1988;Wall, Heslop, & Hofstra, 1988).…”