From Country-of-Origin to Provenance Branding

The ‘country-of-origin effect’, the effect on consumer evaluation owing to a particular origin, is a long-standing research domain interest in international marketing. How this phenomenon is understood has changed significantly over its storied history. We are now increasingly seeing allusion to places as a part of branding, even in cases where the actual connection between a good and a place is tenuous. This chapter explores the country-of-origin effect in this new guise, and outlines its interrelation to place branding, the scope of its use, and its implications for marketing and beyond.