Peng Cui, Annie; Paula Fitzgerald, M.; Russo Donovan, Karen - In: Journal of Consumer Marketing 31 (2014) 4, pp. 312-321
Purpose – This paper aims to examine country-of-origin (COO) effects from the theoretical angle of extended self and “otherness”. Traditional COO perspectives view COO as an important quality-related, informational cue used to form product evaluations, develop preferences and make purchase...