This contribution investigates under which conditions consumers can identify a product's country of origin when confronted with conflicting information on the product package. Our study draws on current literature on the country-of-origin effect and on foreign branding, a naming strategy...

This contribution investigates under which conditions consumers can identify a product's country of origin when confronted with conflicting information on the product package. Our study draws on current literature on the country-of-origin effect and on foreign branding, a naming strategy...

Shopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental...