الأثر الاستدلالي المتفاوت لصورة بلد المنشأ و صورة العلامة التجارية

Abstract EN

Companies all over the world are looking to expand their businesses into foreign markets, with the dropping of trade barriers and improvements in communication, many firms aspire to go global; the safest approach is to build brands with relevant differentiation and value proposition that would encourage customer loyalty.

However; the consumer's brand evaluation process is a complex one with a number of variables.

One key, albeit often ignored, factor is the country of origin COO of the brand.

Country of origin has been an important factor in consumer purchasing decision making.

The marketers need to understand the influence of country of origin and brand on products evaluations through a study of frameworks available in current literature.