Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge
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DOI: 10.1108/imr-08-2015-0178
Abstract: Purpose Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments)… read more here.
Keywords: misclassification; behavioral intentions; consumer; affinity animosity ... See more keywords