Samiee, Saeed; Shimp, Terence A; Sharma, Subhash - In: Journal of International Business Studies 36 (2005) 4, pp. 379-397
An ever-growing literature has reported consumer bias toward national origins of products, and has explored factors that moderate such bias. Researchers have assumed, if only tacitly, that consumers are knowledgeable of brand origins, and that this knowledge is a significant influence that...
