Towards an integrative framework of brand country of origin recognition determinants A cross-classified hierarchical model Articles uri icon

publication date

  • December 2011

start page

  • 530

end page

  • 558


  • 6


  • 28

International Standard Serial Number (ISSN)

  • 0265-1335

Electronic International Standard Serial Number (EISSN)

  • 1758-6763


  • The purpose of this paper is to propose a framework integrating the types and levels of the determinants of brand country of origin (CO) recognition and to provide evidence on internet users' brand CO recognition rates, using a sample of multi-regional and global brands from a variety of product categories and countries.


  • brand awareness; country of origin; brand co recognition; cross-classified hierarchical model; international marketing