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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 term...