Abstract:

The purpose of this article is to highlight the reversed impact of the "Country of Origin" effect. The brand image of a country can be assessed through several economic variables. For this scientific paper, we chose to treat the link between the local service and the country branding for the case of Morocco,  by relying on a highly marketed service in Africa: The banking service.It is thus a question of treating the Country-of-origin effect (COO) in the opposite direction in order to determine the ins and outs of this link and to develop solutions to positively affect the country's image; through the consumption of its international service. Indeed, several theories now claim that the image of a country supports its international positioning; it thus places it among the world's leading players and consequently enables it to achieve better economic integration.