Country-of-origin image: measurement and cross-national testing

The importance of country-of-origin as a cue in consumer choice behavior is well established in the international business literature. However, little research has been done in conceptualizing and measuring the specific construct of country-of-origin. This research attempts to show that country-of-origin is rooted in the construct of country-image and makes a case for the measurement of the broad construct of country-of-origin image (COI). We test and revise an existing scale of COI and attempt to validate it with data from China, Taiwan, and India.