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A Meta-Analysis of Country-Of-Origin Effects

Robert A. Peterson and Alain J. P. Jolibert
Journal of International Business Studies
Vol. 26, No. 4 (4th Qtr., 1995), pp. 883-900
Stable URL: http://www.jstor.org/stable/155303
Page Count: 18
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A Meta-Analysis of Country-Of-Origin Effects
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Abstract

This note reports a quantitative analysis of the country-of-origin (COO) effect. Based on fifty-two articles or papers containing sixty-nine independent studies and 1,520 effect sizes, an analysis of fifteen study characteristics revealed that country-of-origin effects are only somewhat generalizable. Using omega-squared as the measure of effect size, verbal product descriptions produced larger COO effect sizes than did the presence of an actual product. Likewise, single-cue studies produced larger COO effect sizes than did multiple-cue studies, and larger samples produced effect sizes that on average were greater than those produced by smaller samples. The size of an observed COO effect was a function of whether the dependent variable was a quality/reliability perception or a purchase intention; the average effect size for quality/reliability perceptions was.30, whereas the average effect size for purchase intentions was.19. Purchase intentions were more susceptible to methodological artifacts than were quality/reliability perceptions. Study findings selectively confirm and refute common beliefs regarding the impact of a country-of-origin cue on product perceptions and purchase intentions.

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