Advancing the country image construct

In todayʹs globalized markets a favorable country-of-origin image (CoI) has a considerable impact on consumersʹ evaluation of products originating from different countries and therefore influences their subsequent buying decisions. The current paper seeks to extend our conceptual understanding of the nature and functioning of the CoI construct. The aim is threefold, namely to provide a succinct state-of-the-art picture of country image research in international marketing, to contribute to a better measurement of the country image construct, and, finally, to develop an agenda for future research.