Qu, Mengnan; Quach, Sara; Thaichon, Park; Frazer, Lorelle; … - In: Asia Pacific Journal of Marketing and Logistics 33 (2021) 8, pp. 1861-1877
Purpose: This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation. Design/methodology/approach: The data were collected from 386 customers via an online survey in the context of...