This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes consumer behaviour and business trends, and how marketers can take advantage of COO. This book was originally published as a special issue of the Journal of Promotion Management.

Isaac Cheah is Senior Lecturer in the School of Marketing at Curtin University, Australia.

Ian Phau is Head of the School of Marketing at Curtin University, Australia.

Gaetano Aiello is Head of the Department of Economics and Management at the University of Florence, Italy.

Introduction - Country of Origin Effect: Looking Back and Moving Forward 1. How Much More (or Less) Is a Brand Worth When Made in a Low Labor-Cost Country? It Depends Upon Who and Where You Ask 2. Country of Origin Association in Retail and Wholesale Branding 3. The Moderating Influence of Country of Origin Information Seeking on Homophily and Product Satisfaction 4. Consumer Knowledge of Country of Origin of Fresh Food at Point of Purchase 5. Why Country of Origin Still Matters in Food Retailing: Implications for Promotion Management Research 6. Development and Validation of Consumers' Need for Ingredient Authenticity (CNIA Scale) 7. Why Consumers in Developing Countries Prefer Foreign Brands: A Study of Japanese Brands in Vietnam 8. Revisiting Country Image - Examining the Determinants towards Consumers' Purchase Intention of High Technological Products