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

Mariana Bassi Suter, Surender Munjal*, Felipe Mendes Borini, Dinora Floriani

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


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 valuable resource that can be translated into a Country-Specific Advantages (CSA). It thus introduces the construct ‘Country Self-image’ (CSI) that covers an insider perspective and identifies it as an antecedent of COI based CSA (COI-CSA). It adapts and validates a scale of CSI to this effect and test the relationship between CSI and COI-CSA by performing a structural equation modeling (SEM) on a dataset collected from two different surveys. The adapted scale of CSI comprises six dimensions and twenty-three items.

Original languageEnglish
Pages (from-to)415-427
Number of pages13
JournalJournal of Business Research
Early online date6 Jun 2021
Publication statusPublished - Sept 2021


  • Country brand
  • Country Self-Image (CSI)
  • Country-of-origin Image (COI)
  • Country-Specific Advantage (CSA)
  • Measurement scale
  • Resource


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