Effects of Brand Origin and Country-of-Origin from the Perspectives of Manufacturers and Consumers
Brand origin (BO) relates to the place where a product or brand was first created or produced. On the other hand, the location where the product is made is known as the country-of-origin (COO). While past researches have provided contradicting conclusions on the importance of BO and COO, this paper...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2003
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| Online Access: | https://eprints.nottingham.ac.uk/24259/ |