Al-Aali, Abdulrahman; Randheer, Kokku; Hasin, Shafiullah - In: International Journal of Commerce and Management 25 (2015) 4, pp. 627-640
origin (COO) with price, quality and consumer perceptions of or intentions regarding a product. COO refers to the country … with which a manufacturer’s product or brand is associated. COO can be broken down into three subcomponents: the country of … design, the country of assembly and the country of parts. Design/methodology/approach – This study reviews the COO research …