Chen, Ting-Ting; Wang, Shih-Ju; Huang, Heng-Chiang - In: International Marketing Review 37 (2020) 3, pp. 533-558
Purpose: The international marketing field has witnessed many studies related to “country of origin” (COO) effects or the “made in” concept over the past few decades. Yet COO research is deeply rooted in the so-called “production-related” approach, which mainly accounts for...