Nation Equity and Country of Origin Effects

Could consumers stop buying products from countries even when the product quality is very good? Drawing from his research, Professor Durairaj Maheswaran explains that consumers have emotional associations with a country. Thus, negative and positive consumer emotions about countries could influence purchases regardless of product quality. Watch Prof. Maheswaran discuss country of origin effects and nation-equity.

Professor Durairaj Maheswaran is Paganelli Bull Professor of Marketing at New York University Stern School of Business.

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