Abstract:

Under the background of economic globalization, country-of-origin becomes more and more important to the product internationalization and brand internationalization, therefore many scholars carried out research and made a lot of remarkable achievements. This research made a scientometric analysis to 799 articles which retrieved accurately from the WOS database, and 92 articles which retrieved accurately from the CNKI database. Then we made a systemic examination to the articles, which based on the conceptual evolution, theory mechanism, antecedents, moderator variables, and outcome variables of country-of-origin. Finally we obtained a complete model of country-of-origin effect, it not only provides a structured context for the subsequent research, but also gives more help for scholars to better explore how to manage the country-of -origin image under the international background for future.

Key words: country of origin, country of origin image, country of origin effect, scientometric analysis