County of Origin Knowledge- Insights into Consumers' Knowledge

The effect of the country of origin of a product is an important influence inconsumers' product evaluations and has been studied for more than 40years. Marketing practice shows that consumers ascribe abilities to certaincountries (e.g. German Engineering French Cheese) and use such positiveperceptions in the formation of purchase decisions. It becomes howevermore and more difficult for consumers to actually know the correct countryof origin of their products and brands. Moreover as consumers are facedwith an extensive amount of information it is likely that origin information isnot always playing an important part in the formulation of the purchasedecision. Is made in still important for consumers? Do they actually knowthe origin of their products and brands? This book puts consumers' countryof origin knowledge to a test and discusses the importance of origininformation in an up-to-date context. The conclusions drawn in this book aresignificant for marketing scholars and professionals as well as studentsinterested in international marketing. The book also serves as a solid literaturereview and offers a framework for future research.