Md. Humayun Kabir Chowdhury, Associate Professor, Department of Marketing, Rajshahi University, Rajshahi 6205, Bangladesh

The primary goal of this study is to analyze consumer perceptions of country of origin in relation to the attentional cognitive structure. The study investigated the theoretical construct to find out the basic components that can be generalized. Data were analyzed via structural equation models using AMOS (Analysis of Moment Structures) 4.01 to perform path analysis. The model of country of origin was proposed that contained the major variables thought to impact consumers' perception of value. These variables were Perceived Quality (PQ), Perceived Risk (PR), and Perceived Country of Origin (PCO). Results indicated that all the variables were important in the model that influenced perceived value. Major findings of this study, limitations, and directions for future research have been suggested.

Chowdhury, M. H. K. (2005). The Persuasive Power of Country of Origin on Consumer Value Perception: A Control Theoretic Perspective. Skyline Business Journal, Volume 1, No. 2, pp 6-12.