Abstract: A review of the literature indicated that country-of-origin effect research has emerged as an important area of investigation in consumer behavior after Schooler’s（1965）study. The previous studies, which utilized methodologies of survey, experimentation, conjoint, meta-analysis, in-depth interview, and so on in the setting of consumer marketing and industrial (or business-to-business) marketing, had convincingly demonstrated the effects of country-of-origin on buyers’ product perception. However, country-of-origin effect has been shown to be mediated by other external product attributes, consumer’ knowledge and experiences, product attribute information, type of product and consumer’s race. Four models, which are signaling, independent-attribute, summary construct and flexible model, has been established to explain country-of-origin effect

Key words: country of origin, country of origin effect, brand name, product evaluation