Country-Of-Origin Effects for Uni-National and Bi-National Products
This study examines the effects of country-of-origin and brand name cues on consumer evaluations of uni-national and bi-national products and estimates of the perceived values of such cues. From personal interviews with a regional quota sample of household residents, the study found the salience of country-of-origin in product evaluations under within-subject experimental design. Finally, managerial implications are discussed in regards to international branding and sourcing strategies.© 1988 JIBS. Journal of International Business Studies (1988) 19, 235–255
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Volume (Year): 19 (1988)
Issue (Month): 2 (June)
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