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Albena Björck,Michelle Carvajal Ramirez 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Managers in an attempt to provide their companies a greater growth opportunities are taking their products and brands to an international level (Ghantous, Iii, 2008). When internationalizing, the product’s quality, reputation and other characteristics can be determined by its origins, as consumers tend to hold stereotyped images of products made in different countries. Hence, the country of origin (COO) constitutes an important extrinsic cue that consumers use to evaluate foreign products which they are not familiar with it (Okechuku, 1994; WTO, 2018). The COO impacts directly consumers’ evaluation process and indirectly consumers’ purchase process (Saran, Gupta, 2012). This phenomenon was first studied by Schooler (1965), and it is said to be "one of the widest research concepts in all the international business, consumer behavior, and marketing literature" combined (Pharr, 2005).