Zhuang, Guijun; Wang, Xuehua; Zhou, Lianxi; Zhou, Nan - In: International Marketing Review 25 (2008) 4, pp. 441-457
preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature … of the asymmetric effects of BOC on consumer preference and the purchase of local versus foreign brands in China. This … as China. Design/methodology/approach – The study pretest on nationally distributed brands across seven product …