Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective

This study proposes a new approach to the Country-of-Origin Image (COI) literature. Unlike previous research which gathers COI from an outsider (external) perspective, it argues that the COI phenomenon should be understood from insider (internal) perspective, that is how national stakeholders within the home country perceive COI. Measuring the image of a country from the insider perspective can help its national stakeholders recognize COI as a...