Abstract This article is the first to empirically assess two known measures of country of origin (COO) constructs to determine their relative effectiveness. Two empirical studies employing real brands from the U.S. and South Korea were conducted. Brand origin recognition accuracy (BORA) and brand familiarity were assessed, in addition to consumer judgments. Multiple regression analysis was used to determine the relative contribution of alternative COO constructs. The results show that brand familiarity has the largest influence on product quality and purchase intentions. When the two alternative measures of COO are compared directly, in the absence of brand familiarity, the traditional measure of COO captures the effects better than the Stereotype Content Model (SCM) measure. If only one measure of COO is used, both are effective. In addition, both BORA and brand familiarity help us to better understand the conditions that influence COO effects.

中文翻译：

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首席运营官架构：全球化世界中的方法论和相关问题

摘要本文是第一篇从经验上评估两种已知的来源国（COO）构造确定其相对有效性的方法的文章。进行了两项来自美国和韩国的真实品牌的实证研究。除消费者判断外，还评估了品牌起源识别准确性（BORA）和品牌熟悉度。多元回归分析用于确定替代COO构建的相对贡献。结果表明，品牌熟悉度对产品质量和购买意愿的影响最大。当直接比较两种COO替代量度时，在缺乏品牌熟悉度的情况下，传统COO量度比刻板印象内容模型（SCM）效果更好。如果仅使用一种COO措施，则两者均有效。此外，