Alexander Josiassen - Academia.edu (original) (raw)

Papers by Alexander Josiassen

Supplemental Material, Web_Appendix for Toward a Universal Account of Country-Induced Predisposit... more Supplemental Material, Web_Appendix for Toward a Universal Account of Country-Induced Predispositions: Integrative Framework and Measurement of Country-of-Origin Images and Country Emotions by Florian Kock, Alexander Josiassen and A. George Assaf in Journal of International Marketing

Traditionally, tourists spend their holidays in tourist spaces that provide the needed infrastruc... more Traditionally, tourists spend their holidays in tourist spaces that provide the needed infrastructure for their experiences (i.e., hotels, restaurants, sight-seeing spots). However, nowadays tourists often occupy more residential space than in the past; this development is fuelled at least by two important trends in tourism. First, destination marketing organizations (DMO’s) increasingly seek to intertwine tourists‘ paths with local neighbourhood in order to create perceived tourist authenticity (e.g. the ‘localhood’ strategy of various city tourism organizations; Wonderful Copenhagen, 2017). Second, shared economy offerings, such as Airbnb, create tourist spaces in residential areas (Gutierrez et al., 2017). Both developments result in the integration of tourists into the residents’ living sphere, and anecdotal evidence indicates that this does not come without fraction between residents and tourists (e.g., Andereck et al., 2005; Gutierrez et al., 2017; Yang et al., 2013).

This study investigates how consumer knowledge bias defined as knowledge over/underconfidence (O/... more This study investigates how consumer knowledge bias defined as knowledge over/underconfidence (O/U) influences two types of trust (broad-scope trust and narrow-scope trust) and consumer relationship satisfaction. Based on a survey comprising 756 mutual fund investors, the contribution of this study to the marketing literature is twofold. First, taking a marketing relationship approach this study suggests and demonstrates that knowledge O/U positively influences relationship satisfaction and narrow-scope trust such that the more knowledge O/U a customer becomes, the higher/lower the level of relationship satisfaction and narrow-scope trust. Second, it is proposed and shown that broad-scope trust negatively moderates the relationship between knowledge O/U and relationship satisfaction such that knowledge O/U has a greater positive/negative effect on relationship satisfaction when broad-scope trust is low compared to high. Notably, the study findings strongly suggest that marketing man...

International Marketing Review, 2020

PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundat... more PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.Design/methodology/approachThe study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.Fin...

Journal of Travel Research, 2019

Individuals have demonstrated an attraction toward foreignness, which, arguably, constitutes a ce... more Individuals have demonstrated an attraction toward foreignness, which, arguably, constitutes a central reason to travel. Drawing on research from social and evolutionary psychology, the authors provide the first investigation of tourism xenophilia (TXI), which we define as individuals’ attraction toward the perceived foreignness of destinations. Across three studies, the authors conceptualize, develop, and apply a reliable, valid, and parsimonious TXI scale. The results show that TXI explains several important tourist and resident behaviors, such as willingness to engage with locals, willingness to stay at a bed-and-breakfast, intention to try local food, resident hospitality, support for immigration policies, and travel to foreign destinations. The authors also empirically investigate three key antecedents of TXI: promotion focus, boredom proneness, and mind-wandering. Finally, implications for academics and practitioners are discussed.

International Journal of Hospitality Management, 2019

During recent years, there has been a growing interest in CEO narcissism across disciplines. Vari... more During recent years, there has been a growing interest in CEO narcissism across disciplines. Various scholars document that CEO narcissism is an important factor that should not be overlooked when analyzing various organizational outcomes and strategies. Research on CEO narcissism has focused on its negative implications on organization outcomes. However, little attention has been paid to its effect on corporate social responsibility (CSR). This study explores the relationship between CEO narcissism and two distinct facets of CSR (stakeholder management and social issue participation), while taking into account the moderating role of outside board of directors. Using a sample of publicly traded U.S restaurants, the results document that an outside board of directors plays a moderating role on the relationship between CEO narcissism and the two distinct facets of CSR.

Journal of International Marketing, 2019

Understanding how consumers use a product’s country-of-origin (COO) cue is fundamental to explain... more Understanding how consumers use a product’s country-of-origin (COO) cue is fundamental to explaining their behavior in a globalized marketplace. While the study of COO is one of the most popular topics in international marketing, the ambiguity regarding its conceptualization, composite nature, operationalization, and measurement deserves further scrutiny. The authors propose an integrative framework that unites two separate areas of research on the COO cue: performance-related COO images and performance-unrelated country emotions. The authors reconcile diverse existing perspectives from both areas into the overarching country-induced predispositions model. Conceptualizations and measurement approaches for the model’s five components are developed and empirically validated across three countries and with five COOs. The model offers researchers and managers with an interest in the COO cue a flexible and operational roadmap, with scales both for in-depth analyses and parsimonious addit...

Journal of Travel Research, 2018

People often demonstrate a home country bias toward their own nation over other nations. This bia... more People often demonstrate a home country bias toward their own nation over other nations. This bias is an important determinant of their behavior. Drawing on seminal research from marketing and psychology, the authors provide the first investigation of the tourism ethnocentrism (TE) phenomenon that captures tourists’ and residents’ motivation to support the domestic tourism economy. The research reported herein develops the parsimonious, reliable, and valid TE scale, and provides an empirical test thereof. The results show that TE is an important means to investigate both tourists’ and residents’ behavior. It drives tourists’ willingness to engage in and recommend domestic tourism, as well as residents’ support for domestic tourism development. The results further reveal that higher levels of tourists’ “perceived self-efficacy to contribute to the domestic economy” and lower levels of “perceived economy support of others” strengthen TE’s effect. The authors discuss the implications o...

Event Management, 2018

Attendees who are physically present at events are not the only consumers of events. Indeed, in m... more Attendees who are physically present at events are not the only consumers of events. Indeed, in many cases, the number of people who watch an event via its telecast far exceeds the number of people attending the event. In this context, gaining information about event telecast audiences is as critical as gaining information about event attendees. However, most of the research undertaken on understanding event consumers has focused on attendees who are physically present at events. Very little is known about how consumers of the telecasts of events compare with attendees at events. This research aimed to address this knowledge gap and identify whether consumers of a telecast event were similar to, or different from, those consumers who attend events in person in terms of their demographics, psychographics, and behavioral intentions. The focal event for this study was a large-scale national commemorative event in Australia and New Zealand. Data were collected using an online questionna...

Tourism Economics, 2017

This article investigates the potential of corporate social responsibility (CSR) to influence the... more This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.

Annals of Tourism Research, 2016

Knowledge of the mental representations that individuals hold about tourist destinations are impo... more Knowledge of the mental representations that individuals hold about tourist destinations are important to understand their intentions. These mental destination representations have often been investigated by applying the concept of destination image. This study argues that the extant literature is often rather atheoretical and lacks operational rigor. These are major shortcomings which undoubtedly hinder the development of academic and managerial insights. In response, this study draws on contemporary psychology to develop the destination content model, comprising three informational components held in individuals' minds about destinations. The present study further outlines preferable methods and measures for each component, thus aiding researchers to investigate mental destination representations.

This paper develops a conceptual framework for an intended study which will examine the effect of... more This paper develops a conceptual framework for an intended study which will examine the effect of strategic orientation (SO) on firm performance among SMEs. SO is best described as the strategic directions which are put into practice by a firm to produce continuous superior performance. Although it has been argued that SO has a positive effect on firm performance, the idea of direct relationship between SO and firm performance is universal and too simplistic. Previous studies have identified several components of SO but this paper aims to take an integrative perspective of market orientation, entrepreneurial orientation and interaction orientation and their relationship with firm performance.

Journal of Business Systems, Governance & Ethics, 2009

The effect that consumers’ country-related images have on their purchase decisions is known as th... more The effect that consumers’ country-related images have on their purchase decisions is known as the country of origin effect. Marketing researchers have thoroughly investigated Country-of-Origin (COO) effects in a range of contexts since the mid-1960s. However, since the 1980s it has been thought (e.g., Levitt 1983; Ohmae 1995) that consumer needs and wants are converging and that nation-states are artificial and superficial entities of little value to consumers indicators of product quality. The argument is that since young consumers are used to seeing products from a variety of countries they do not have the country biases that the COO effect stipulates (Usunier 2006). A recent study (Wong et al. 2008) on young Chinese consumers and the COO effect appears to confirm that young consumers are no longer influenced by the COO effect. The aim of this research was to conceptually investigate how the relationship between young consumers’ product-country image and their product evaluations...

Journal of Business Systems, Governance & Ethics, 2010

In international business the country-of-origin and psychological distance concepts play crucial ... more In international business the country-of-origin and psychological distance concepts play crucial roles. Both have been extensively investigated by researchers. However, the notion that they both deal with country-perceptions as seen from the seller and buyer respectively have mostly been overlooked in the extant literature. In this article, the authors argue that the two concepts are critical to market success and that firms must consider their joint influence on the buyer-seller relationship as well as on the individual deal. The issue is further illustrated via a case study. Conceptually, the holistic network-perspective which the authors advocate is a distinct departure from previous research-traditions in either area.

International Journal of Hospitality Management, 2015

Hotel managers and investors commonly analyze the impact of advertising spending on firm performa... more Hotel managers and investors commonly analyze the impact of advertising spending on firm performance. This paper investigates such an impact using a comprehensive framework incorporating the moderating effects of hotel size and star ratings. Methods To test their hypotheses, they used a two-step approach. In the first stage, they estimated sales performance using the dynamic stochastic frontier approach, and in the second stage, they tested the effects of advertising and the two moderators on sales performance. they used a sample of 65 hotels from Slovenia and Croatia over a 6-year period (2007-2012), resulting in 390 cases.

International Journal of Hospitality Management, 2015

This paper investigates the effects of two critical customer voice variables on hotel performance... more This paper investigates the effects of two critical customer voice variables on hotel performance. Specifically, the research provides a customer equity model in which the influences of both customer satisfaction and complaints are considered. The impact of the customer voice variables on hotel performance is investigated while considering the potential for moderating effects by hotel size and star rating. We use a more robust approach to measure firm performance than is traditionally used in satisfaction-performance studies. Finally the paper reports on the results of these investigations and outlines implications for both theory and practice.

Strategic Direction, 2014

Purpose – The purpose of this study is to analyze and mitigate consumers’ perceived risk in purch... more Purpose – The purpose of this study is to analyze and mitigate consumers’ perceived risk in purchasing cosmeceutical products. The lucrative market of cosmeceuticals has motivated many cosmetics and pharmaceutical companies to rethink their existing product lines to gain a strong foothold in cosmeceuticals industry. It is important that these corporates are taking note and scrambling to integrate their marketing activities to gain a foothold in this emerging sector. Design/methodology/approach – A questionnaire set was created to survey among 473 consumers, using cosmeceutical skincare products as a product group. The risk mitigation and assessment are investigated to understand consumers’ final decision on whether or not to purchase a product. Findings – Results indicate that positive expert opinion reduces consumer risk perception, better product-country image can minimize consumer’s perceived risk and strong brand image lowers perceived risks of consumer. Practical implications – Practitioners should h...

Journal of Consumer Behaviour, 2013

National origin has gained importance as a marketing tool for practitioners to sell their goods a... more National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study.

Supplemental Material, Web_Appendix for Toward a Universal Account of Country-Induced Predisposit... more Supplemental Material, Web_Appendix for Toward a Universal Account of Country-Induced Predispositions: Integrative Framework and Measurement of Country-of-Origin Images and Country Emotions by Florian Kock, Alexander Josiassen and A. George Assaf in Journal of International Marketing

Traditionally, tourists spend their holidays in tourist spaces that provide the needed infrastruc... more Traditionally, tourists spend their holidays in tourist spaces that provide the needed infrastructure for their experiences (i.e., hotels, restaurants, sight-seeing spots). However, nowadays tourists often occupy more residential space than in the past; this development is fuelled at least by two important trends in tourism. First, destination marketing organizations (DMO’s) increasingly seek to intertwine tourists‘ paths with local neighbourhood in order to create perceived tourist authenticity (e.g. the ‘localhood’ strategy of various city tourism organizations; Wonderful Copenhagen, 2017). Second, shared economy offerings, such as Airbnb, create tourist spaces in residential areas (Gutierrez et al., 2017). Both developments result in the integration of tourists into the residents’ living sphere, and anecdotal evidence indicates that this does not come without fraction between residents and tourists (e.g., Andereck et al., 2005; Gutierrez et al., 2017; Yang et al., 2013).

This study investigates how consumer knowledge bias defined as knowledge over/underconfidence (O/... more This study investigates how consumer knowledge bias defined as knowledge over/underconfidence (O/U) influences two types of trust (broad-scope trust and narrow-scope trust) and consumer relationship satisfaction. Based on a survey comprising 756 mutual fund investors, the contribution of this study to the marketing literature is twofold. First, taking a marketing relationship approach this study suggests and demonstrates that knowledge O/U positively influences relationship satisfaction and narrow-scope trust such that the more knowledge O/U a customer becomes, the higher/lower the level of relationship satisfaction and narrow-scope trust. Second, it is proposed and shown that broad-scope trust negatively moderates the relationship between knowledge O/U and relationship satisfaction such that knowledge O/U has a greater positive/negative effect on relationship satisfaction when broad-scope trust is low compared to high. Notably, the study findings strongly suggest that marketing man...

International Marketing Review, 2020

PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundat... more PurposeThe purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.Design/methodology/approachThe study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.Fin...

Journal of Travel Research, 2019

Individuals have demonstrated an attraction toward foreignness, which, arguably, constitutes a ce... more Individuals have demonstrated an attraction toward foreignness, which, arguably, constitutes a central reason to travel. Drawing on research from social and evolutionary psychology, the authors provide the first investigation of tourism xenophilia (TXI), which we define as individuals’ attraction toward the perceived foreignness of destinations. Across three studies, the authors conceptualize, develop, and apply a reliable, valid, and parsimonious TXI scale. The results show that TXI explains several important tourist and resident behaviors, such as willingness to engage with locals, willingness to stay at a bed-and-breakfast, intention to try local food, resident hospitality, support for immigration policies, and travel to foreign destinations. The authors also empirically investigate three key antecedents of TXI: promotion focus, boredom proneness, and mind-wandering. Finally, implications for academics and practitioners are discussed.

International Journal of Hospitality Management, 2019

During recent years, there has been a growing interest in CEO narcissism across disciplines. Vari... more During recent years, there has been a growing interest in CEO narcissism across disciplines. Various scholars document that CEO narcissism is an important factor that should not be overlooked when analyzing various organizational outcomes and strategies. Research on CEO narcissism has focused on its negative implications on organization outcomes. However, little attention has been paid to its effect on corporate social responsibility (CSR). This study explores the relationship between CEO narcissism and two distinct facets of CSR (stakeholder management and social issue participation), while taking into account the moderating role of outside board of directors. Using a sample of publicly traded U.S restaurants, the results document that an outside board of directors plays a moderating role on the relationship between CEO narcissism and the two distinct facets of CSR.

Journal of International Marketing, 2019

Understanding how consumers use a product’s country-of-origin (COO) cue is fundamental to explain... more Understanding how consumers use a product’s country-of-origin (COO) cue is fundamental to explaining their behavior in a globalized marketplace. While the study of COO is one of the most popular topics in international marketing, the ambiguity regarding its conceptualization, composite nature, operationalization, and measurement deserves further scrutiny. The authors propose an integrative framework that unites two separate areas of research on the COO cue: performance-related COO images and performance-unrelated country emotions. The authors reconcile diverse existing perspectives from both areas into the overarching country-induced predispositions model. Conceptualizations and measurement approaches for the model’s five components are developed and empirically validated across three countries and with five COOs. The model offers researchers and managers with an interest in the COO cue a flexible and operational roadmap, with scales both for in-depth analyses and parsimonious addit...

Journal of Travel Research, 2018

People often demonstrate a home country bias toward their own nation over other nations. This bia... more People often demonstrate a home country bias toward their own nation over other nations. This bias is an important determinant of their behavior. Drawing on seminal research from marketing and psychology, the authors provide the first investigation of the tourism ethnocentrism (TE) phenomenon that captures tourists’ and residents’ motivation to support the domestic tourism economy. The research reported herein develops the parsimonious, reliable, and valid TE scale, and provides an empirical test thereof. The results show that TE is an important means to investigate both tourists’ and residents’ behavior. It drives tourists’ willingness to engage in and recommend domestic tourism, as well as residents’ support for domestic tourism development. The results further reveal that higher levels of tourists’ “perceived self-efficacy to contribute to the domestic economy” and lower levels of “perceived economy support of others” strengthen TE’s effect. The authors discuss the implications o...

Event Management, 2018

Attendees who are physically present at events are not the only consumers of events. Indeed, in m... more Attendees who are physically present at events are not the only consumers of events. Indeed, in many cases, the number of people who watch an event via its telecast far exceeds the number of people attending the event. In this context, gaining information about event telecast audiences is as critical as gaining information about event attendees. However, most of the research undertaken on understanding event consumers has focused on attendees who are physically present at events. Very little is known about how consumers of the telecasts of events compare with attendees at events. This research aimed to address this knowledge gap and identify whether consumers of a telecast event were similar to, or different from, those consumers who attend events in person in terms of their demographics, psychographics, and behavioral intentions. The focal event for this study was a large-scale national commemorative event in Australia and New Zealand. Data were collected using an online questionna...

Tourism Economics, 2017

This article investigates the potential of corporate social responsibility (CSR) to influence the... more This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.

Annals of Tourism Research, 2016

Knowledge of the mental representations that individuals hold about tourist destinations are impo... more Knowledge of the mental representations that individuals hold about tourist destinations are important to understand their intentions. These mental destination representations have often been investigated by applying the concept of destination image. This study argues that the extant literature is often rather atheoretical and lacks operational rigor. These are major shortcomings which undoubtedly hinder the development of academic and managerial insights. In response, this study draws on contemporary psychology to develop the destination content model, comprising three informational components held in individuals' minds about destinations. The present study further outlines preferable methods and measures for each component, thus aiding researchers to investigate mental destination representations.

This paper develops a conceptual framework for an intended study which will examine the effect of... more This paper develops a conceptual framework for an intended study which will examine the effect of strategic orientation (SO) on firm performance among SMEs. SO is best described as the strategic directions which are put into practice by a firm to produce continuous superior performance. Although it has been argued that SO has a positive effect on firm performance, the idea of direct relationship between SO and firm performance is universal and too simplistic. Previous studies have identified several components of SO but this paper aims to take an integrative perspective of market orientation, entrepreneurial orientation and interaction orientation and their relationship with firm performance.

Journal of Business Systems, Governance & Ethics, 2009

The effect that consumers’ country-related images have on their purchase decisions is known as th... more The effect that consumers’ country-related images have on their purchase decisions is known as the country of origin effect. Marketing researchers have thoroughly investigated Country-of-Origin (COO) effects in a range of contexts since the mid-1960s. However, since the 1980s it has been thought (e.g., Levitt 1983; Ohmae 1995) that consumer needs and wants are converging and that nation-states are artificial and superficial entities of little value to consumers indicators of product quality. The argument is that since young consumers are used to seeing products from a variety of countries they do not have the country biases that the COO effect stipulates (Usunier 2006). A recent study (Wong et al. 2008) on young Chinese consumers and the COO effect appears to confirm that young consumers are no longer influenced by the COO effect. The aim of this research was to conceptually investigate how the relationship between young consumers’ product-country image and their product evaluations...

Journal of Business Systems, Governance & Ethics, 2010

In international business the country-of-origin and psychological distance concepts play crucial ... more In international business the country-of-origin and psychological distance concepts play crucial roles. Both have been extensively investigated by researchers. However, the notion that they both deal with country-perceptions as seen from the seller and buyer respectively have mostly been overlooked in the extant literature. In this article, the authors argue that the two concepts are critical to market success and that firms must consider their joint influence on the buyer-seller relationship as well as on the individual deal. The issue is further illustrated via a case study. Conceptually, the holistic network-perspective which the authors advocate is a distinct departure from previous research-traditions in either area.

International Journal of Hospitality Management, 2015

Hotel managers and investors commonly analyze the impact of advertising spending on firm performa... more Hotel managers and investors commonly analyze the impact of advertising spending on firm performance. This paper investigates such an impact using a comprehensive framework incorporating the moderating effects of hotel size and star ratings. Methods To test their hypotheses, they used a two-step approach. In the first stage, they estimated sales performance using the dynamic stochastic frontier approach, and in the second stage, they tested the effects of advertising and the two moderators on sales performance. they used a sample of 65 hotels from Slovenia and Croatia over a 6-year period (2007-2012), resulting in 390 cases.

International Journal of Hospitality Management, 2015

This paper investigates the effects of two critical customer voice variables on hotel performance... more This paper investigates the effects of two critical customer voice variables on hotel performance. Specifically, the research provides a customer equity model in which the influences of both customer satisfaction and complaints are considered. The impact of the customer voice variables on hotel performance is investigated while considering the potential for moderating effects by hotel size and star rating. We use a more robust approach to measure firm performance than is traditionally used in satisfaction-performance studies. Finally the paper reports on the results of these investigations and outlines implications for both theory and practice.

Strategic Direction, 2014

Purpose – The purpose of this study is to analyze and mitigate consumers’ perceived risk in purch... more Purpose – The purpose of this study is to analyze and mitigate consumers’ perceived risk in purchasing cosmeceutical products. The lucrative market of cosmeceuticals has motivated many cosmetics and pharmaceutical companies to rethink their existing product lines to gain a strong foothold in cosmeceuticals industry. It is important that these corporates are taking note and scrambling to integrate their marketing activities to gain a foothold in this emerging sector. Design/methodology/approach – A questionnaire set was created to survey among 473 consumers, using cosmeceutical skincare products as a product group. The risk mitigation and assessment are investigated to understand consumers’ final decision on whether or not to purchase a product. Findings – Results indicate that positive expert opinion reduces consumer risk perception, better product-country image can minimize consumer’s perceived risk and strong brand image lowers perceived risks of consumer. Practical implications – Practitioners should h...

Journal of Consumer Behaviour, 2013

National origin has gained importance as a marketing tool for practitioners to sell their goods a... more National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study.