„Made in?“ – A multidimensional meta analysis of country-of-origin effects

This study applies a differentiated meta-analysis, which integrates 67 studies and 327 effect sizes, to analyze the impact of country-of-origin (COO) effects of products on quality perceptions, attitudes, and purchase intentions of customers. Results show a moderate to strong significant COO effect for the investigated period. This effect becomes weaker after the globalization wave after the period of the 1990s. The differentiated consideration of multidimensional effects shows a comparatively strong effect of the country-of-brand. Additionally, we identified two new moderators. First, studies that use student samples show stronger COO effects. Second, studies that use hybrid products show weaker COO effects. © 2016, Schmalenbach-Gesellschaft für Betriebswirtschaft e.V.