Utilizing country image and well-known products for less-known products: Perspectives from a country with less-competitive country image
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DOI: 10.1108/apjml-06-2016-0091
Abstract: Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper… read more here.
Keywords: country image; less known; known products; well known ... See more keywords