Abstract
As many companies move towards internationalization and trade barriers disappear, international marketing research becomes more important Early research investigated what kind of product images (i.e. stereotypes) consumers (primarily North American) held toward various products from different countries (Cattin et al. 1982; Nagashima 1970; Narayana 1981). The majority of the studies indicated that consumers revealed source-country-related biases towards products imported from foreign countries in general. However, the main focus of the early COO studies investigating the images of the COO was on the effect.
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Lee, H., Kim, C., Ford, T. (2015). The Country of Origin: A Category-Based Process. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_91
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DOI: https://doi.org/10.1007/978-3-319-17383-2_91
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