Lee, Hsiang‐Ming; Lee, Ching‐Chi - In: Journal of Consumer Marketing 28 (2011) 6, pp. 412-420
Purpose – This study aims to examine the country‐of‐origin's impact on consumer purchase behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a low country‐of‐origin image and the acquired business enjoys a high country‐of‐origin image. This...