The Variable Nature of Country-to-Brand Association and its Impact on the Strength of the Country-of-Origin Effect
Citation
Andehn, M & L'Espoir Decosta, J 2016, 'The Variable Nature of Country-to-Brand Association and its Impact on the Strength of the Country-of-Origin Effect', International Marketing Review, vol. 33, no. 6, pp. 851-866pp.Year
2016Fields of Research
- International Business
- Marketing Management (Incl. Strategy And Customer Relations)
- Cognitive Sciences Not Elsewhere Classified
