The “Country-of-origin Effect” in Multinational Corporations: Sources, Mechanisms and Moderating Conditions

Abstract

This conceptual paper examines the role of country-of-origin effects in MNCs. It deals with definitional and discusses bith the sources of the country-of-origin effect, and the mechanisms throgh which it manifests itself. The strenght of the country-of-origin effect is hypothesized to be moderated by factors related to both the home country and the MNC.