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 face-to-face interviews 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 impact that the country of manufacture has on the Chinese skincare and
cosmetic industries is no longer a threat. 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 (ISCTE-Instituto Universitario de Lisboa (Portugal)).

The goal of this research is to evaluate the influence of the country of manufacture on consumers’
purchase intentions for Chinese mobile phones, specifically in the context of Portugal. In the
mobile sector, it has been demonstrated that the COO factor is less valuable to Portuguese people
than the functional value, that is, the product's features and quality. 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. Focusing solely on one region will supply you with limited
data, which could be a significant disadvantage. To learn more about consumer preferences, it is
necessary to expand the scope of the research and employ a variety of research methods. It would be
beneficial for potential businesses to enter the marketplace in this circumstance. 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 the impact of a product's Country of Origin (COO) on consumers’
expectations of a product and willingness to pay 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.