- published: 14 Aug 2015
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Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties.
From a marketing perspective, country of origin is a way to differentiate the product from the competitors. Schooler (1965) is generally considered as the first researcher to empirically study this effect. He found out that products, identical in every respect except for their country-of-origin, were perceived differently by consumers. Since then, more than 1000 studies have been published on this subject. This research shows that the country of origin has an impact on consumers' quality perceptions of a product, as well as ultimately preference for and willingness to buy that product. Furthermore, several studies have shown that consumers tend to have a relative preference to products from their own country or may have a relative preference for or aversion against products that originate from certain countries (so-called affinity and animosity countries). The effect of country of origin is however debated, with some studies questioning the relevance of academic research on country-of-origin effects for business managers. Overall, academics seem to conclude that the country with which a product is associated with, the so-called country-of-association significantly impacts consumers' product evaluations and choice, but that given the number of publications available, care should be given whether yet another study on that effect is needed.
Demetria Devonne "Demi" Lovato (born August 20, 1992) is an American singer-songwriter, musician, and actress. Her earliest roles included Angela on Barney & Friends, before she became better known for her starring roles in the Camp Rock movies, as Sonny Munroe in the Disney sitcom Sonny with a Chance, and as the star of the 2009 movie Princess Protection Program. She is also involved in philanthropic activities through charity work and various social and environmental causes.
As a solo musical artist, Lovato released her debut album Don't Forget on September 23, 2008. The album debuted at number two on the Billboard 200 selling 89,000 copies in the first week. It has since shipped over 500,000 copies, earning a gold certification in the United States. Lovato released her second album, Here We Go Again, on July 21, 2009. The album debuted at number one on the Billboard 200, selling 108,000 copies in the first week. Her third studio album, Unbroken, was released on September 20, 2011 and peaked at number four on the Billboard 200. She is working on her fourth studio album.