The country-of-origin effect on the purchase intention of apparel: Opportunities and threats for small firms

This article distils the findings of an extended literature review to determine the degree and nature of the country-of-origin effect in the clothing industry. It subsequently extrapolates on the existing theories to ultimately develop a provisional model of the strategic marketing options, constraints and opportunities available to small firms in this market in relation to the country-of-origin effect. The conclusions are that the effect has a universal and diachronic existence, though its manifestation into actual consumer attitudes and preferences varies considerably. The dissimilarity of consumer behaviour both between and within individual markets is a result of specific combinations of collective and personal parameters. Small firms are expectedly powerless to substantially affect these primarily macroenvironmental forces. However, extended analysis and vigilance in combination with small firms' inherent flexibility and adaptability provide the foundation for some degree of influence and for the beneficial utilisation of periodic and permanent environmental and consumer-attitude changes.