Lin, Chih-Pin; Huang, Chi-Jui; Lin, Hsin-Mei; Chuang, … - In: Journal of Product & Brand Management 29 (2019) 5, pp. 617-635
Purpose: Country of origin has profound effects on consumer behavior; yet few studies have examined an antecedent of these effects: why some countries enjoy a positive image while others suffer a negative one. Developing an institutional theory of country image, the authors argue that weak...