Wang, Cheng Lu; Li, Dongjin; Barnes, Bradley R.; Ahn, … - In: International Business Review 21 (2012) 6, pp. 1041-1051
In offering fresh insights on the country-of-origin effect literature, this article provides evidence to suggest that cognitive country image (CI) is not necessarily consistent with affective country image. Based on a large scale consumer survey conducted in China, the findings reported provide...