Hamin, Hamin; Baumann, Chris; L. Tung, Rosalie - In: Asia Pacific Journal of Marketing and Logistics 26 (2014) 1, pp. 54-77
origin effect and latecomer brands. The literature has established the importance of the “country of origin” effect, and this … study confirmed the hypothesised ethnocentrism in the emerging markets with a strong preference for their own latecomer … bought latecomer brands from Asia. Utility values per brand, price, brand-partnership, product features, warranties and also …