Country-of-origin image: measurement and cross-national testing

The importance of country-of-origin as a cue in consumer choice behavior is well established in the international business literature, However, little research has been done in conceptualizing and measuring the specific construct of country-of-origin. This research attempts to show that country-of-origin is rooted in the construct of "country-image" and makes a case for the measurement of the broad construct of country-of-origin image (COI). We test and revise an existing scale of COI and attempt to validate it with data from China, Taiwan, and India. (C) 2002 Elsevier Inc. All tights reserved.