ABSTRACT
Country-of-origin effects and place branding are heavily researched in international marketing and yet remain poorly understood. Terms such as country image, personality, reputation, and identity, and even core constructs such as “origin,” “country,” “product,” and “effects,” are loosely defined and used, leading to confusing and inconclusive research findings. As the importance of “place” grows in tandem with the evolution of globalization, the purpose of this chapter is to encourage a rethinking of this field by drawing on extant research to focus on the key idea of how and why products and brands may be associated with various types of places.
