Vrontis, Demetris; Basile, Gianpaolo - In: International Journal of Entrepreneurial Behavior & Research 28 (2021) 5, pp. 1222-1244
Purpose: The paper aims to highlight the role of Web 2.0 in international marketing, shedding light on the relationships existing between the country of origin effect and consumer behavior. Design/methodology/approach: The current study, drawn on the country of the origin (COO)W literature and...