Regarding the research about country-of-origin (COO) the question
which measures marketing managers should implement in order to
ensure that brand origin is perceived by consumers, still remain unanswered.
Moreover, a large number of the studies remark on the
lack of attention paid to psychological and behaviour-related effects.
In this paper, Switzerland is chosen as COO. The present paper
aims to develop a model with the capacity to draw conclusions
about the determinants of the COO effect and, thus, also about its
transmission as well as about the influence of the COO on central
elements of brand consumer relationship – brand satisfaction, brand commitment, brand
trust – and brand loyalty. The developed research model is tested with the brand Ricola.