haku: @author Usunier, J-C. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Usunier, J-C. |
| Otsikko: | Relevance in business research: the case of country-of-origin research in marketing |
| Lehti: | European management review
2006 : SPRING, VOL. 3:1, p. 60-73 |
| Asiasana: | marketing consumer behaviour research case studies image |
| Vapaa asiasana: | country-of-origin |
| Kieli: | eng |
| Tiivistelmä: | A popular research topic in international marketing is how a product's country-of-origin (COO) influences consumer evaluations. This paper aims to explore how COO research has developed over time in growing disconnection with both consumer and corporate concern. There is offered a number of possible explanations to this 'relevance gap', with the caveat that these explanations may be contingent to the COO case study. |
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