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FROM THE COUNTRY OF ORIGIN EFFECT TO THE ORIGIN OF THE BRAND - AN APPROACH FROM THE VIEWPOINT OF THE LITERATURE REVIEW
Abstract
This paper reviews the country-of-origin literature and presents a tendency among those that investigate the phenomena that was born in the late 1990's deriving from the country-of-origin to the brand origin. In general terms, the value of literature reviews resides in their ability to provide scholars, students, and practitioners with a critical appraisal of the existing research, helping to identify and develop other studies. Country-of-origin maintains his interest regarding the effects and their impact in terms of relevant aspects such as globalization and the relocation of production, trade agreements between countries and regional blocs and even the hybrid character of many products. So, country-of-origin becomes a potential competitive differentiator in their respective markets. We witnessed a growth in studies since the mid-90s of last century looking for an approach to redefining the concept taking us to research topics such as brand origin, product-country image and product-place image. And this growth of interest and research spread into services and not exclusively in relation to tangible products. It is accepted that in post-industrial economies, the service sector is changing daily and globalization is one of the main drivers of this. But after 1995/6, some authors argue that brand origin must also be considered. Brand origin can be more or less salient for some brands or others. The use of origin cues should be subtle and implicit sometimes, and more explicit others. However, the origin is incentivized by some politic entities being they regional, national or multinational like the European Union, for instance when fomenting the protected denomination of origin or the protected indication of origin for some products. As important or even more is the perceived brand origin as a source of brand appeal, relegating to the background the question about where the company produces its goods or services, and giving importance to this perception, even for reasons of stereotyping.
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