Katsumata, Sotaro; Song, Junyi - In: Asia Pacific Journal of Marketing and Logistics 28 (2016) 1, pp. 92-106
Purpose – The purpose of this paper is to examine the country-of-origin (COO) effect on product evaluation to determine the different effects of COO in Asian nations. Design/methodology/approach – The authors focus on automobiles as the target product category and conduct consumer surveys in...