Country of origin effect on job choice decisions

Country-of-origin (COO) research has acquired growing importance over the past four decades in both marketing and international human resources management (IHRM) literature. Theoretical and empirical investigations in both streams have found COO to be an influential predictor of consumer choice in marketing and management practices in IHRM. As a review of the literature from both streams did not yield a single published study from the stand point of COO effects on recruitment and job choice decisions, we contribute by proposing a unique conceptualization of the relationship between these two constructs taking into consideration reciprocal and intervening variables such as corporate image, p-o fit, job specific attributes and employee ethnocentrism.