Country of Origin Effect: Looking Back and Moving Forward
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DOI: 10.1080/10496491.2018.1379157
Abstract: Welcome to the special issue—“Revisiting Country of Origin Effects” of Journal of Promotion Management. In the contemporary environment, businesses and customers are increasingly developing multifaceted relationships nurtured by global drivers, such as international brands, as… read more here.
Keywords: effect looking; origin effect; country origin; effect ... See more keywords