Abstract
The authors propose a research agenda which moves beyond the perceptual studies which dominate the country of origin literature. Three areas are discussed which warrant investigation: 1) examining the objective quality-country of origin relationship, 2) measuring consumer awareness of and search behavior with respect to country of origin, and 3) estimating elasticities of substitution via product demand functions. This stream of research will offer researchers a more complete context within which to understand country of origin effects.
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Showers, L.S., Showers, V.E. (2015). An Expanded Research Agenda for Examining Country of Origin Effects. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_51
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DOI: https://doi.org/10.1007/978-3-319-13159-7_51
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