Country-of-origin and emerging countries: revisiting a complex relationship

What is it about?

In several emerging countries, consumers prefer imported products. This situation is worse in former colonized countries. This is the case in several countries of the Middle East and North Africa (MENA) region. This article attempts to contribute to the understanding of the socio-cultural factors likely to explain the preference for international products at the detriment of the national offering.

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Why is it important?

This article proposes a model including new predictors of country-of-origin (COO), applicable in emerging countries. This model illustrates the influence of the ‘complex of the decolonised’, ‘acculturation in situ’, ‘frustration towards the West’ and ‘sensitivity to the Western fashion system’ on COO.

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