Hamin, Hamin; Baumann, Chris; L. Tung, Rosalie - In: Asia Pacific Journal of Marketing and Logistics 26 (2014) 1, pp. 54-77
Purpose – The purpose of this paper is to examine the role of ethnocentrism in attenuating the negative country of origin effect and latecomer brands. The literature has established the importance of the “country of origin” effect, and this study compares consumers in the Asian emerging...
