University of Malta

Investigation of the influence of country of origin effect on the trade between Russia and the US

Recent development of global markets and the growth in international trade has been accompanied by a significant increase in interest in the nature of competitiveness. Among the many factors which are believed to impact upon international competitiveness, country of origin (COO) effects (sometimes referred to as product country image or PCI) have attracted growing attention.
The paper will investigate the influence of country of origin effect on the trade between Russia and the US. It will also illustrate the significance of brand and product origin for consumers. The empirical studies will draw the line for arguments. Particular attention will be given to the problematic issue of (negative) consumer reactions evoked by COO effect and suggestions to provide the avenue for improvement of the trade relations between two countries.