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The challenge of publishing research about a never-ending subject for marketing scholars: The country of origin

Author

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  • Francesca Checchinato
  • Marta Disegna
  • Tiziano Vescovi

Abstract

The country of origin (COO) represents one of the main topics in the marketing literature and a large body of knowledge about it has already been published. This commentary essay tries to explain why it seems to be a never-ending subject for marketing scholars and the reason why the paper we published in this Journal few years ago contributed to the literature and has achieved the Google i-10 high citation-impact ranking. Analysing the effect of COO on a specific factor such as brand associations, the use of a methodology that cope with the critics of some scholars about the overstressed of COO in the past research, and the selection of an emerging market – the Chinese one – as country in which testing the COO have helped our paper to be cited. Based on these elements, some future research topics are also suggested.

Suggested Citation

  • Francesca Checchinato & Marta Disegna & Tiziano Vescovi, 2018. "The challenge of publishing research about a never-ending subject for marketing scholars: The country of origin," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 160-165, April.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:2:p:160-165
    DOI: 10.1080/21639159.2018.1437356
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