Contextual and methodological issues in COO studies

Abstract

Purpose – To investigate, analyse and identify the reasons for contradictory conclusions in past studies of country of origin (COO) influences on buyers' beliefs and purchase intentions.Design/methodology/approach – A review of 96 published studies, discussions and commentaries, with separate sections relating to methodological an contextual issues, the latter in separate sections relating to national cultures and stereotypes, cross‐cultural differences, product‐brand‐market‐segment variations, hybridisation, and price and communications strategies.Findings – Study contexts and methodologies varied significantly, often without an explicit rationale, and were judged inappropriate in some cases. Conflicting findings seem to be largely the result of this variation.Research limitations/implications – The observed variations and contradictions hinder generalisation and theory building. COO studies should be pursued from a target customer perspective and should adopt a comprehensive approach that incorporates t...