1. Zbib, I., Ghaddar, R., Samarji, A., & Wahbi, M. (2021). Examining country of origin effect among
Lebanese consumers: a study in the cosmetics industry. Journal of International Consumer
Marketing, 33(2), 194-208.

In the work of Imad Zbib et al. (2021), the behavior of Lebanese women consumers toward skincare
and cosmetics products made in France or China was studied using questionnaires and an online data
collection method. The study discovered that, in contrast to France, search and change in
perception do not appear to be associated in the case of China and that consumers' level of
engagement is the most important element determining their attitudes toward their nation of origin.
According to this study, the COO effect is no longer a threat to the Chinese skincare and cosmetic
industries. Given that China and Lebanon have been trade partners for a long time, this study will
aid marketers of Chinese cosmetics in Lebanon by offering information that will improve their
marketing efforts. To get access to a larger database and profit from this study, it would be more
advantageous to widen the research region while narrowing the target audience.

2. Ding, Y. (2020). The Influence of Country-of-Origin Effects on Portuguese Consumers Purchase
Intention: The Chinese Mobile Phone Brand (Doctoral dissertation, ISCTE-Instituto Universitario de
Lisboa (Portugal)).

The goal of this research is to uncover the impact of country-of-origin effects on consumer
purchase intentions for Chinese mobile phones, specifically in the context of Portugal. In the
mobile industry, it has been shown that the COO factor is less important to Portuguese people than
functional value. According to the findings of this study, families in Portugal with higher incomes
and education levels are less likely to be impacted by COO factors than families with lower incomes
and education levels. The paper's disadvantage is that it exclusively focuses on the Lisbon area of
Portugal, which limits mobile businesses' research possibilities. The paper is valuable because it
provides evidence that the stereotype "Made in China" is becoming less relevant nowadays.

3. QU, Mengnan, Sara QUACH, Park THAICHON, Lorelle FRAZER, Meredith LAWLEY, Den ARLI, Scott WEAVEN
and Robin E. ROBERTS. Understanding Chinese consumers' pre-purchase value expectations: the role of
country of origin effect. Asia Pacific Journal of Marketing and Logistics. 2021, 33(8), 1861-1877
[retrieved 2023-03-19]. ISSN 13555855.

This study investigates country of origin effects on consumers’ willingness to pay and expectations
of a product in the context of Australian food retail franchise stores in China. Overall, the
results highlight that country of origin affects the consumer's pre-purchase decision-making
process. The main factor that influenced willingness to pay was the social value expectation of the
customer. COO had no substantial direct effects other than service quality expectations, which were
followed by reputation. The impact of country of origin on monetary price was more consistently
observed among consumers who were aware of the brands. This study is useful in considering the
competitive value of the COO in the Chinese market and can offer a competitive edge for retailers
who enter overseas markets.