This chapter develops the concept of the county of origin effect, and explores how linkages between place and product may impact upon it. Country-of-origin research has tended to focus upon how geographical associations may assist the marketing of certain products (halo effects) and indeed protect brand images from negative place-based associations (shield effects). We seek to develop these ideas by investigating the existence of branding spillovers in the opposite direction i.e. from product to regional image. Thus we argue in favour of a more ‘holistic' view of country-of-origin effects. This is done using the illustrative case of Wales. The chapter then seeks to explore the resulting implications for city branding practitioners and policy-makers, and to speculate upon how the observed linkages between place and product can also lead to broader insights in terms of city branding in the international context. Finally how the findings presented might contribute to future research attempts on city branding is considered.
Country of origin effect: a study with Brazilian consumers in the luxury market
