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Country-of-Origin Scale

COO-ParaCountry of origin as an evolving construct capturing stereotypical 'made in' perceptions consumers attach to products from specific countries, influencing purchase and consumption behaviours in multinational markets. Encompasses perceptions of a source country's economic, political, and cultural characteristics as well as specific product image perceptions.

54 items 1994 α 0.59–0.94 Free Parameswaran, R. & Pisharodi, R.M.

What it measures

A multidimensional country-of-origin measure distinguishing general country-level attitudes from general and specific product-level attitudes, validated across automobile and blender categories with German and Korean brands. The 1994 version (35 items, 8 factors) expands the 1992 version (24 items, 6 factors) with additional GCA and SPA items. Factor reliability ranges from 0.586 to 0.943 depending on dimension and product category. The SPA dimension is product-specific and requires custom items per category. Used in comparative COO research, brand origin studies, and multinational product positioning.

Representative items

Well educated (GCA — country competence)
Hard-working (GCA — country competence)
Unreasonably expensive (GPA1 — negative product attitudes)
Long lasting (GPA3 — positive product quality)
Workmanship good (SPA — automobile specific)

Citation

Parameswaran, R., & Pisharodi, R.M. (1994). Facets of country-of-origin image: An empirical assessment. Journal of Advertising, 23(1), 44–56.

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