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