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| The Study of the Effect of the Country of Origin: From the Perspective of Legitimacy Theory |
| ZHOU Ling,WANG Tao,MOU Yu peng,ZHANG Qin |
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Abstract This paper investigated the COO effect from the perspective of legitimacy theory, and found that COO effect is essentially a kind of recognition and judgment of products’ legitimacy, and consumers would judge pragmatic legitimacy of one country’s products through performative image and social legitimacy through institutional image, and then decide on their attitude and conduct. Firms can develop legitimate strategies to enhance the legitimacy of their COO.
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Received: 13 October 2011
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Corresponding Authors:
MOU Yu peng
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2012, Vol. 1 
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