Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness
Despite growing evidence about differences in the attitudes and behaviors of consumers in emerging and developed markets, there is little research on the differences in country of origin (COO) effects on their evaluation, behavioral intentions (BIs), and actual purchase of imported products. This pa...
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| Format: | Journal Article |
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Palgrave Macmillan
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/7102 |