Country of origin effects: The interaction of place and product?

This chapter develops the concept of the county of origin effect, and explores how linkages between placeand product may impact upon it. Country-of-origin research has tended to focus upon how geographicalassociations may assist the marketing of certain products (halo effects) and indeed protect brand imagesfrom negative place-based associations (shield effects). We seek to develop these ideas by investigatingthe existence of branding spillovers in the opposite direction i.e. from product to regional image. Thus we argue in favour of a more 'holistic' view of country-of-origin effects. This is done using theillustrative case of Wales. The chapter then seeks to explore the resulting implications for city brandingpractitioners and policy-makers, and to speculate upon how the observed linkages between place andproduct can also lead to broader insights in terms of city branding in the international context. Finallyhow the findings presented might contribute to future research attempts on city branding is considered.