摘要：The image of a product or brand refers to the set of associations related to this product or brand, which is stored in the consumer’s memory, and it directly affects the evaluation of products made in this country, leading to what is called “country of origin effect”. In spite of this subject’s importance, Brazilian studies on the effects related to COO information are still in their first steps. This study intended to investigate the COO effect in the consumer’s evaluation process of buying alternatives, considering Brazilian fresh fruits. The problem investigated was: What is the impact of Brazil’s image in the evaluation of this country’s fresh fruits? A quantitative, descriptive study was carried. The empirical research has used an indirect approach to measure the COO effect, which has not been seen before in past researches: a structural equation modelling approach. The resulting dimensions of Brazil’s image herein found were Product Evaluation, Brazil’s Respect and Importance, Art Evaluation, Affection toward Brazil and Communication and Distribution Evaluation. In conclusion, it was seen that the COO effect exists for Brazilian fresh fruits and it is positive, meaning that the image respondents have about Brazil positively affects their attitudes toward such product.
