Further clarification on how perceived brand origin affects brand attitude A reply to Samiee and Usunier

摘要: Purpose – The purpose of this paper is to present a rejoinder. rejoinder written in response the commentaries provided by Saeed Samiee and Jean-Claude Usunier on authors’ original research piece: “‘What? I thought Samsung was Japanese’: accurate or not, perceived country origin matters”. Design/methodology/approach organized into three separate sections. first section identifies areas agreement between authors, Usunier. second responds directly empirical conceptual criticisms levied clarifies contribution. concludes identifying offuture that may help further advance field. Findings In addition responding criticism study, perhaps more importantly, authors note several common ground. First, there future country-of-origin (COO) designs must be careful not artificially expose subjects cues consumer otherwise have considered. Second, globalizing world, brand perception appears important than “made in” labels. Originality/value do consider COO field outdated irrelevant, but rather it vibrant considerable interest both practitioners researchers. There much still learned, hope study ensuing debate sparked fresh ideas will lead continued effort interesting