<p>This paper analyses the relationship between place branding and country-of-origin (COO) product consumption. The paper focuses on Portuguese emigration, a good example of consumers who may look for products from their home country due to their emotional connection with their place of birth. A sample of 708 Portuguese emigrants spread across 48 different countries reported in a survey their level of place attachment and national identity in relation to Portugal, and the habits of consumption of Portuguese products in their current country of residency. Despite the high levels of place attachment and national identity reported by Portuguese emigrants (higher than national pride), the correlation with purchasing Portuguese products is weak and moderate, respectively, due to the international lack of supply or selective distribution, with implications in prices. Further, the level of place attachment is lower among respondents who have left their home country for a long time, affected by the acculturation process. Considering the place attachment–COO consumption gap found, the authors discuss marketing strategies to leverage the potential of place branding for the internationalization of brands targeting emigrants.</p>