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Globalization has increased the opportunities for companies to distribute their goods to consumers all over the world, increasing firm’s competition in domestic and foreign markets. In this context, the country-of-origin or the product can be a cue that helps consumers to differentiate products and firms in different markets. Thus, the country-of-origin effect can represent an intangible barrier to gain domestic market share and an intangible advantage to position Spanish products in new markets. In this study, we will analyze several variables mentioned in literature to study country-of-origin from different perspectives with the purpose of establishing an integrative conceptual model.

El efecto del país de origen en la compra de automóviles importados