Country of Origin
Published on 19. September 2008
133 pages
978-1-84855-035-3 (ISBN)
Description
The purpose of this e-book is to present a new state of the art review of COO issues including any new trends and unresolved COO issues. The quest is to audit and improve our understanding of the influence of the country image on the globalized market, and to assist international marketers in learning how to manage more effectively international marketing strategies based on the results. As such this ebook includes articles ranging from studies on manufacturing, arts to service industries, a sector hitherto relatively unexplored in the COO literature.
More details
Content
- Cover
- CONTENTS
- EDITORIAL BOARD
- Guest editorial
- Modeling country image effects through an international crisis
- Product-country images in the arts: a multi-country study
- The effects of country of origin and corporate reputation on initial trust
- Country-of-origin contingencies
- Asymmetric effects of brand origin confusion
- Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies?
- Call for papers
