This paper explores the relationship between country of origin stereotypes and consumer evaluations of foreign product attitudes. The constant evolving of the effect of country-of-origin (Coo) (Hong & Wyer, 1989; Papadopoulos & Heslop, 2002) needs to be analysed and its nature as a multidimensional indicator, studied. The research proposes an original conceptualization regarding the multidimensional perspective of country reputation in order to reconstruct and comprehend the whole dynamics of the Coo phenomenon, when examining potential interactions between its different components. Reputation represents a criterion of interpretation at the basis of different influences exercised by Coo on the decisions made by foreign customers. Country reputation expresses a genetic code of a nation, creating meaning to its identity and image.
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