Dmitrovic, Tanja; Vida, Irena; Reardon, James - In: International Business Review 18 (2009) 5, pp. 523-535
Despite the long tradition of research on country-of-origin and consumer ethnocentrism, many of the issues remain unresolved in the literature, most notably the relationship between cognitive, affective and normative mechanisms in consumer choice behavior, and generalizability of existing...