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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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Bibliographic Details
Main Author:	Chiam, Daphne Mei-Ling
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2003
Online Access:	https://eprints.nottingham.ac.uk/24259/

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