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While much of the origin effect is evaluated on the basis of Country of Origin (COO), this
paper argues that the COO evaluation has becoming irrelevant in today’s marketing
context due to the globalization effect. Thus, this paper proposes a new alternative tool
to appraise the origin effect with much concentration on the cultural factors namely the
Culture of Brand Origin (COBO). This new concept reflects the cultural characteristics
appended to a brand which are the language of the brand name and its linguistics
uniqueness. These two core dimensions for COBO function as indicator of the brand’s
origin and are postulated to have an influence on consumers’ attitudes and behavior.
Therefore, this paper discusses the components of COBO which includes identification
of COBO on the basis of language and perception of brand name linguistics. The
highlighted components of brand name linguistics consist of phonetic, morphology and
semantics
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