Introduction
Since Schooler's (1965) pioneering study on the effect of country-of-origin (COO) stereotype, extensive research on this topic has been published (Bhuian, 1997; Chu, Chang, Chen, & Wang, 2010; Klein, 2002; Samiee, 2011; Saran & Gupta, 2012). The mam conclusion is that COO stereotypes can significantly affect consumers' product evaluations and their subsequent choices (Chen, Mathur, & Maheswaran, 2014; Darling, 1981; Kenan & Azamat, 2012; Samiee, 1994; Ting, 2012). Consumers usually have more favorable attitudes toward products from developed countries than those from developing countries (Cordell, 1993). Recently, however, some researchers have started to question the long-term validation of this...