The country-image discourse model provides an alternative theoretical framework to explain the meaning of country-of-origin (coo) effects. Unlike previous work, this research relies on the key principles underlying semiotics and discourse theory. The model integrates the semantic and pragmatic dimension of coo and provides hypotheses regarding the structure and function of country-images. Empirical verification through structural equation modeling indicates that the data offer substantial support for the proposed internal structure of the country-image construct, such that country-specific cognitions influence affect, which influences conation. Country-related conations also represent the predominant influence on subjects' beliefs, evaluation, and purchase intentions.