Abstract
Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.
| Original language | English |
|---|---|
| Pages (from-to) | 61-78 |
| Number of pages | 18 |
| Journal | European Journal of Marketing |
| Volume | 32 |
| Issue number | 1-2 |
| DOIs | |
| State | Published - Feb 1998 |
Bibliographical note
Publisher Copyright:© 1998, MCB UP Limited.
Keywords
- Country of origin
- Globalization
- International marketing
- Marketing management
- Multinationals