Chen, Shijiao; Wright, Malcolm J.; Gao, Hongzhi; Liu, Huan - In: International Marketing Review 38 (2020) 2, pp. 343-366
Purpose: Industry-wide crises involving consumer products place consumers at risk. Consumers rely on institutions that constrain corporate practice and control product quality to reduce risk. As institutions vary by country, country-of-origin (COO) acts as a salient cue for consumers to...