The influence of country of origin on consumer perceptions and purchase decisions is a well-researched topic in marketing and international business. This review of 67 articles highlights that country of origin significantly impacts how consumers perceive product quality, value, and prestige, influencing their early decision-making processes. However, the ultimate impact on purchase choice is less clear when considering other product and brand factors. The review emphasizes the context-specific nature of these effects, influenced by product stereotypes, consumer characteristics, and changing national reputations in a globalized market. As production becomes more globalized, a nuanced understanding of country of origin is needed, considering multiple origin facets throughout value chains. Further research is needed to explore these influences in blended sourcing environments and evolving perceptions of developing economies. Adapting measurement approaches to reflect contemporary global realities is crucial for leveraging country equity effectively in a complex, interconnected world.