ABSTRACT
This chapter contributes an assessment of the interaction between country-of-origin (COO) effects and specifi c product categories within the context of a North African nation, Morocco. The underpinning study offers a new perspective on the impact of COO. Specifi cally, it examines the relationship between nations and product categories within a multi-origin context. It examines how respondents compare products originating from developing countries and more industrialized nations concerning specifi c dimensions. Furthermore, the research assesses the interaction between COO effects and consumer evaluations of product categories. The study includes service components, such as customer service. Research fi ndings and managerial implications are also discussed.
