Title: A conceptual framework to study the country of origin effect on international higher education services

Authors: Luminiţa Nicolescu

Addresses: Academy of Economic Studies, Piata Roman? No. 6-8, Sector 1, Bucharest, Romania

Abstract: The present paper envisages applying an international marketing specific concept, namely the country of origin effect (COE) to a knowledge-based type of service, respectively higher education services, for the purpose to illustrate the existence of a relationship between the two and to propose a conceptual framework to study this relationship. The paper will advance a conceptual framework, formed of a model plus a number of research propositions, that will allow studying the impact of the dimensions of the country of origin effect (COE) on higher education services at international level. The framework is a useful instrument to explore the relationship between national stereotypes and evaluations based on the country of origin in the case of higher education.

Keywords: country of origin effect; international marketing; higher education; universities; conceptual frameworks; knowledge-based services; national stereotypes; public policy.

DOI: 10.1504/IJPLAP.2011.043859

International Journal of Public Law and Policy, 2011 Vol.1 No.3, pp.321 - 334

Published online: 31 Mar 2015 *

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