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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651330010322606
- Publisher site
- See Article on Publisher Site
Abstract
Country-of-origin research has frequently found country markings to affect consumer product evaluations, providing country-of-origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in providing international strategists meaningful aids for obtaining wanted "made in" designations. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the US marking statutes. Explanations of the tests, with practical examples, are provided to enhance marketing practitioners' abilities for integrating country-of-origin markings into overall global strategic design.
Journal
International Marketing Review – Emerald Publishing
Published: Apr 1, 2000
Keywords: International marketing; Country of origin; Brands; Consumer behaviour; Marketing strategy