The aim of this study is to provide a literature review on the influence of the country of origin effect (COO) on consumer behavior. Despite the high number of studies carried out on COO since the Sixties, many issues are still discussed in the literature and several research questions should be clarified. Hence it becomes relevant to investigate more on this topic that is considered to be increasingly relevant in the international marketing strategy of the company. The main contributes have been analyzed following a chronological / conceptual approach, giving more relevance to the researches that had been able to add a significant value to the research literature. Suggestions for future researches pointed out by different Authors have been organized and structured, in order to create a stimulus for new studies and in-depth analysis on the country of origin effect.