Country of market effect
Purpose: This article proposes and empirically tests the country of market (COMK) effect, which captures the consumer’s responses of home market to a country where the product is marketed. Design/methodology/approach: Study 1 applies a lab experiment about Chinese consumers’ purchase intention for p...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2016-04-01
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| Series: | Innovative Marketing |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/7371/im_en_2016_01_Li.pdf |