The country-of-origin effect in the services marketing field: a systematic review and directions for future research
by Itır Ceren Morcote Santos
International Journal of Export Marketing (IJEXPORTM), Vol. 5, No. 1, 2022

Abstract: The country-of-origin effect has become one of the most significant international marketing topics in which researchers have shown a great deal of interest. Despite the extensive research into the country-of-origin effect on products, there is a lack of up-to-date comprehensive review study providing an analysis of key empirical concepts, theoretical foundations, and major methodological trends about the country-of-origin effect in services marketing. As a result of the review study, a wide range of studies have been found that investigated the country-of-origin effect on service quality and purchase decisions. Some limitations were also determined regarding the sample, service type, theoretical background, and origins included in the studies. This study hopes to make a significant contribution to the international marketing literature by providing a profound understanding of the country-of-origin effect within the services marketing frame, all the while presenting a systematic review of articles focusing on this matter published between 1986 and 2021.

Online publication date: Fri, 16-Dec-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Export Marketing (IJEXPORTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com