Country Of Origin Coo Effects On Internationalization Of Local Brand In Emerging Country

Globalization is the common and inevitable trend in the modern world. It has created the new economic concepts that influence decision-making processes in companies. One of the newest concepts that has become increasingly popular in recent studies is the Country of Origin (COO). Researchers have finally demonstrated the existence of COO and its impacts on consumer behavior, particularly the customers' product evaluation. Some studies have found out the COO effects could be affected by customer perception and other factors while developing and classifying conceptual notion of COO. However, these analyses are often focused more on the developed countries than the developing ones, where there is a lack of big and international brands. Is there any effects of the COO on consumer behavior in developing countries? How does COO influence customer perception? Is there a relationship between COO and internalisation of local brands in emerging countries? These are the questions that this study aims to answer.