Wang and Yang (2008) found in their study that COO plays an important role in consumers' perception of products from a particular country. When purchasing a branded product, consumers' purchase intention was not only influenced by brand perception, but the COO also had a direct impact. Similarly, Karunaratna, Quester, and Johnson (2008) found that with COO and brand information, consumers simply process the information when evaluating the product. In short Country-of-Brand which links the brand to its COO. Although this strong connection shapes consumer attitudes and beliefs, brand and COO research suggests that a brand's influence may be weak in the emergence of country of manufacture information. For example, one study showed that consumers' beliefs about household appliances were strongly influenced whenever there was a similarity between the brand and the manufacturer's country of origin. Chandrasen & Paliwoda (2010) divided into three subcontractors i) specific product image of country of manufacture ii) global image of country of manufacture iii) global image of brand country. According to Chandrasen and Paliwoda (2010), over time, brand and country images have changed, as have the perceived characteristics of country-related products. The most important factor influencing the concept of COO is globalization. As the global economy expanded and reached across geographic boundaries and the number of alliances increased, the world became a more allied and codependent place. Although there is much disagreement about the impact of globalization, it cannot be ignored. Various once-distant countries have suddenly discovered themselves in the global economy and their populations are beginning to shape their mindset towards international brands and their COOs. Consumer associations... middle of paper affect consumer perceptions. Countries that have a positive image lead to brand popularity and consumer brand loyalty. It has also been recommended and recently established that consumers can build loyalty to the country based on the liking and trustworthiness of brands originating from that country. Consumers can develop trust and loyalty towards certain countries and lead to consistent purchasing preferences in those countries. Thanasuta, Patoomsuwan, Chaimahawong & Chiaravutthi (2009) also showed links between COO and product quality beliefs. His study showed that consumers clearly use COO to judge product quality and performance, that is, products originating from highly industrialized countries are considered superior in terms of quality. It was also found that COO also influences consumers' willingness to pay..