The country of origin (COO) represents one of the main topics in the marketing literature and a large body of knowledge about it has already been published. This commentary essay tries to explain why it seems to be a never-ending subject for marketing scholars and the reason why the paper we published in this Journal few years ago contributed to the literature and has achieved the Google i-10 high citation-impact ranking. Analysing the effect of COO on a specific factor such as brand associations, the use of a methodology that cope with the critics of some scholars about the overstressed of COO in the past research, and the selection of an emerging market - the Chinese one - as country in which testing the COO have helped our paper to be cited. Based on these elements, some future research topics are also suggested.

The challenge of publishing research about a never-ending subject for marketing scholars: The country of origin

Disegna M.;
2018

Abstract

The country of origin (COO) represents one of the main topics in the marketing literature and a large body of knowledge about it has already been published. This commentary essay tries to explain why it seems to be a never-ending subject for marketing scholars and the reason why the paper we published in this Journal few years ago contributed to the literature and has achieved the Google i-10 high citation-impact ranking. Analysing the effect of COO on a specific factor such as brand associations, the use of a methodology that cope with the critics of some scholars about the overstressed of COO in the past research, and the selection of an emerging market - the Chinese one - as country in which testing the COO have helped our paper to be cited. Based on these elements, some future research topics are also suggested.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11577/3480336
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