The Halo Model of Origin Images: Conceptualisation and Initial Empirical Test

Alexander Josiassen, Bryan A. Lukas, Gregory J. Whitwell, A. George Assaf

Research output: Contribution to journalJournal articleResearchpeer-review


National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study.
Original languageEnglish
JournalJournal of Consumer Behaviour
Issue number4
Pages (from-to)253-266
Publication statusPublished - Jul 2013

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