Effects of "Owned By" versus "Made In" for Willingness to Buy Australian Brands
Purpose – This paper aims to examine the effects of economic nationalism and consumer ethnocentrism in the form of country of origin (COO) cues specifically “Made in…” and “Owned by…” on the product judgment of bi-national wine brands (brands with multiple country affiliations). Further, the role of...
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/41598 |