This study investigates, from the methodological perspective, how research on the influence of the country of origin effect has been conducted. To this end, the study reviews main published literature of the last five years, categorizing the documents according to various methodological issues. The growing use of the multi cue approach and the prevalent use of quantitative methods, even if based on non-probability sampling, are observed. Further, limits on the analyzed researches are pointed out. Results allow some suggestions to fill the research gaps,from the methodological point of view, and implications for future research.