Jin, Byoungho; Almousa, Moudi O.; Yang, Heesoon; Kim, Naeun - In: Management Decision 56 (2018) 8, pp. 1663-1681
Purpose: While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have largely failed to detail its varying effects by product category and by the level of a country’s...