Consumers’ Purchase Intentions of Bi-national Products: Effects of Country-of-Brand, Country-of-Manufacture, and Trusting Beliefs
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DOI: 10.1080/08911762.2019.1579398
Abstract: Abstract The prevalence of bi-national products necessitates decomposing of COO into its dimensions—country-of-brand (COB) and country-of-manufacture (COM)—to enable a fuller understanding of how COO affects consumer perceptions and intentions. This study examines how consumers' trusting… read more here.
Keywords: trusting beliefs; brand; national products; purchase intention ... See more keywords