Lee, Jung-Wan; Tai, Simon W. - In: World Review of Entrepreneurship, Management and … 2 (2006) 4, pp. 335-350
This study analyses how consumer perceptions on the quality of products are influenced by the marketing appeals of multinational firms and by the country-of-origin effects. It presents findings derived from the results of country-of-origin effect, corporate image, its brand image and purchase...
