Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International Marketing Review 28 (2011) 5, pp. 454-472
two competing perspectives by examining the effects of individual brand origin perceptions. Design … evidence that product country image of the consumer's perceived brand origin strongly affects brand attitudes, and this happens … reconcile tensions in the current COO literature and does so by demonstrating that although consumer knowledge of brand origin …