Country of origin effect and employer attractiveness: A missing link

In this interdisciplinary paper we demonstrate how an established paradigm of the country of origin (COO) effect from marketing literature can be used to explain cholices made by job seekers in the employment market. It is argued that there are commonalities between the decision processes that consumers use in purchasing a product with decision process that jobseekers use when evaluating potential employers. Marketing and recruitment literature are integratrd and four research propositions are developed around the proposed conceptual model.