Country of Origin Effects on Consumer Willingness to Buy a Product

6 Pages Posted: 1 Feb 2010 Last revised: 17 Feb 2010

Date Written: February 1, 2010


Favorable or unfavorable perceptions of a country associated with the product lead to corresponding favorable or unfavorable evaluations of the product originating from that country. This research suggests that information unrelated to the product may generate positive or negative emotions toward the country and subsequently these emotions influence country-of origin effects. It is significant as during the past decade Pakistan is facing negative image on consumers. Pakistan is facing terrorism and is on front lines on war against terrorism. Along with other factors that influences the consumer perception to buy the product from a particular country. This paper focuses on factors that make the system of belief of the country and their effects on image of that country in the international market. Consumer do not purchase product from the country they have negative image in their minds.

Suggested Citation

Khan, Fouzia Iram, Country of Origin Effects on Consumer Willingness to Buy a Product (February 1, 2010). Available at SSRN: or

Fouzia Iram Khan (Contact Author)

Foundation University ( email )


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