Ahmed, Zafar U.; Zbib, Imad J.; Sikander, Arif; Gilbert … - In: EuroMed Journal of Business 7 (2012) 2, pp. 108-128
Purpose – This study aims to examine country of origin (COO), price and brand effects on Lebanese consumers’ attitudes towards US products and brands while evaluating a low‐involvement product like chocolate. Design/methodology/approach – The research comprised formulation of a detailed...